The Evaluation the Relation between Loyalty Programs, Customer Loyalty and Affiliated Components (Case Study: Drug Distribution Companies)

Subject Areas : Jounal of Marketing Management

S. Shamsi Gooshki ¹ , M. Solgi ² , M. M. Bahram Zadeh ³

1 - دانشجوی دکتری مدیریت بازرگانی- گرایش سیاست گذاری بازرگانی، دانشگاه تهران، ایران
2 - دانشجوی دکتری، مدیریت سیستم ها، دانشگاه جامع امام حسین (ع)
3 - کارشناسی ارشد مدیریت بازرگانی- گرایش بازاریابی، دانشگاه شهید چمران اهواز

Received: 2014-03-09 Accepted : 2014-03-09 Published : 2014-02-20

Keywords:

Abstract :

In the recent years, the competition to attract and retain customers compels marketers to use and develop the loyalty programs. Drug distribution companies associate with a variety of customers and have a high financial turnover. These companies have high profitability potential and customer value over the price it pays. The main objective of this study is to investigate the impact of loyalty programs on customer loyalty in terms of customers. The statistical community is all pharmaceutical companies in Tehran that at least experience loyalty programs once during the year 1390. This study is a descriptive and survey research. Using cluster sampling, 337 customers of drug distribution companies (daro pakhsh, Hejrat and Razie) were chosen. Data were collected using a questionnaire. Results showed that loyalty programs, satisfaction, commitment, and received vale have the most influence on customer loyalty, at the 99% confidence level.