Do loyalty cards enhance loyalty in the pharmaceutical sector?
Autor(a) principal: | |
---|---|
Data de Publicação: | 2017 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/13858 |
Resumo: | This paper aims to analyze the influence of the “Portuguese Pharmacies card” (PP card) on the pharmacies’ customers behaviour. It also intends to examine whether marketing stimuli influence consumers’ buying behavior with regard to non-prescription medicines / health and wellness product / pharmaceutical services (NP/HW/PS) and to understand if the consumer social-demographic characteristics influence purchase decisions and customers’ loyalty. The investigation is based on the results obtained through an online survey. Exploratory descriptive analysis, based on a sample of 385 customers, is used to empirically verify the hypothesis under study. The Marketing of stimuli considered in this research include four communication tools: advertising, sales promotions, word of mouth and the sales force. According to the results obtained, the degree of influence attributed to these various communication tools in the buying decision does not differ significantly in terms of socio-demographic categories. On the other hand, the purchase volume of NP/HW/PS is significantly dependent on the influence of advertising and sales promotions in the purchase decision. Furthermore, impulse buying of NP/HW/PS is significantly dependent on the influence of advertising, promotions and WOM. We conclude that the Portuguese Pharmacies card indeed contributes to customer loyalty in the establishments where it is present. In order to meet customer expectations, a loyalty program should be adjusted over time, seeking to stimulate the satisfaction and reliance in this program. |
id |
RCAP_bd5c044348bc052732ab85d2aa4b76a7 |
---|---|
oai_identifier_str |
oai:repositorio.iscte-iul.pt:10071/13858 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Do loyalty cards enhance loyalty in the pharmaceutical sector?Consumer behaviourLoyaltyLoyalty programsRelationship marketingSatisfactionThis paper aims to analyze the influence of the “Portuguese Pharmacies card” (PP card) on the pharmacies’ customers behaviour. It also intends to examine whether marketing stimuli influence consumers’ buying behavior with regard to non-prescription medicines / health and wellness product / pharmaceutical services (NP/HW/PS) and to understand if the consumer social-demographic characteristics influence purchase decisions and customers’ loyalty. The investigation is based on the results obtained through an online survey. Exploratory descriptive analysis, based on a sample of 385 customers, is used to empirically verify the hypothesis under study. The Marketing of stimuli considered in this research include four communication tools: advertising, sales promotions, word of mouth and the sales force. According to the results obtained, the degree of influence attributed to these various communication tools in the buying decision does not differ significantly in terms of socio-demographic categories. On the other hand, the purchase volume of NP/HW/PS is significantly dependent on the influence of advertising and sales promotions in the purchase decision. Furthermore, impulse buying of NP/HW/PS is significantly dependent on the influence of advertising, promotions and WOM. We conclude that the Portuguese Pharmacies card indeed contributes to customer loyalty in the establishments where it is present. In order to meet customer expectations, a loyalty program should be adjusted over time, seeking to stimulate the satisfaction and reliance in this program.Routledge/Taylor and Francis2017-07-05T09:39:49Z2019-01-05T00:00:00Z2017-01-01T00:00:00Z20172019-04-01T17:09:27Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/13858eng1533-266710.1080/15332667.2016.1242398Marques, S. H.Cardoso, M. G. M. S.Lindeza, A. C. A.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:41:42Zoai:repositorio.iscte-iul.pt:10071/13858Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:19:26.304094Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Do loyalty cards enhance loyalty in the pharmaceutical sector? |
title |
Do loyalty cards enhance loyalty in the pharmaceutical sector? |
spellingShingle |
Do loyalty cards enhance loyalty in the pharmaceutical sector? Marques, S. H. Consumer behaviour Loyalty Loyalty programs Relationship marketing Satisfaction |
title_short |
Do loyalty cards enhance loyalty in the pharmaceutical sector? |
title_full |
Do loyalty cards enhance loyalty in the pharmaceutical sector? |
title_fullStr |
Do loyalty cards enhance loyalty in the pharmaceutical sector? |
title_full_unstemmed |
Do loyalty cards enhance loyalty in the pharmaceutical sector? |
title_sort |
Do loyalty cards enhance loyalty in the pharmaceutical sector? |
author |
Marques, S. H. |
author_facet |
Marques, S. H. Cardoso, M. G. M. S. Lindeza, A. C. A. |
author_role |
author |
author2 |
Cardoso, M. G. M. S. Lindeza, A. C. A. |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Marques, S. H. Cardoso, M. G. M. S. Lindeza, A. C. A. |
dc.subject.por.fl_str_mv |
Consumer behaviour Loyalty Loyalty programs Relationship marketing Satisfaction |
topic |
Consumer behaviour Loyalty Loyalty programs Relationship marketing Satisfaction |
description |
This paper aims to analyze the influence of the “Portuguese Pharmacies card” (PP card) on the pharmacies’ customers behaviour. It also intends to examine whether marketing stimuli influence consumers’ buying behavior with regard to non-prescription medicines / health and wellness product / pharmaceutical services (NP/HW/PS) and to understand if the consumer social-demographic characteristics influence purchase decisions and customers’ loyalty. The investigation is based on the results obtained through an online survey. Exploratory descriptive analysis, based on a sample of 385 customers, is used to empirically verify the hypothesis under study. The Marketing of stimuli considered in this research include four communication tools: advertising, sales promotions, word of mouth and the sales force. According to the results obtained, the degree of influence attributed to these various communication tools in the buying decision does not differ significantly in terms of socio-demographic categories. On the other hand, the purchase volume of NP/HW/PS is significantly dependent on the influence of advertising and sales promotions in the purchase decision. Furthermore, impulse buying of NP/HW/PS is significantly dependent on the influence of advertising, promotions and WOM. We conclude that the Portuguese Pharmacies card indeed contributes to customer loyalty in the establishments where it is present. In order to meet customer expectations, a loyalty program should be adjusted over time, seeking to stimulate the satisfaction and reliance in this program. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-07-05T09:39:49Z 2017-01-01T00:00:00Z 2017 2019-01-05T00:00:00Z 2019-04-01T17:09:27Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/13858 |
url |
http://hdl.handle.net/10071/13858 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1533-2667 10.1080/15332667.2016.1242398 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Routledge/Taylor and Francis |
publisher.none.fl_str_mv |
Routledge/Taylor and Francis |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799134754090516480 |