Marketing Mix Strategy and Physicians’ Satisfaction: A Mediation Effect of Perceived Value in the Pharmaceutical industry in Yemen
Year: 2014
Type: article
Study design: Observational Study
Abstract: This research attempts to examine the mediation effect of perceived value on marketing mix strategy and physician satisfaction with locally manufactured drug in Yemen.300 physicians were selected as the sample size.Multiple regressions analysis was run to test the hypotheses.Based on the 170 completed data, the findings provide support for the relationship between marketing mix strategies (product, price, place and promotion) and physician satisfaction.The findings also confirm that perceived value is a critical antecedent to physician satisfaction.In addition, price, place and promotion are important predictors of perceived value, and perceived value has a strong positive relationship with satisfaction.In short, marketing mix strategy drives perceived value which in turn drives Physician satisfaction.The results also indicate that perceived value partially mediates the relationship between marketing mix strategy and physician satisfaction.As a result, the strength of the marketing mix strategy -physician satisfaction relationship becomes weaker when perceived value is considered.Managerial and theoretical implications of the findings are also discussed.
Authors: Murshid, M,A, Halim, M, S, Osman, A
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2328064243