Relationship marketing management in pharmaceutical companies: A structural equation analysis

Given the increasing competition and other challenges facing pharmaceutical companies, this study aims to evaluate the management of relationship marketing in pharmaceutical companies in the Province of Carchi, Ecuador. The methodology of the study is quantitative, correlational, based on a structural equation model and on a representative sample of the Province of Carchi, Ecuador. Measurement instruments were validated through item selection and factor analysis, focusing the analysis on the variables of satisfaction, trust and commitment to explore their impact on relationship marketing practices. The findings suggest the need for more tailored relationship marketing strategies and the importance of an integrated approach to managing relationships with pharmaceutical companies’ customers. The results show the existence of a complex interconnection between satisfaction, trust and commitment, which highlights the need for conceptual and methodological refinement for a clear distinction between these constructs, and urges future research to develop more accurate measurements and effective marketing strategies based on a deep understanding of these interdependent relationships.