Influence of Medical Representatives’ Relationship Marketing Strategies on Brand Loyalty among Physicians: An Empirical Investigation

https://doi.org/10.5281/zenodo.19659893

Abstract

This study investigates the influence of medical representatives’ (MRs) relationship marketing (RM) strategies on brand loyalty among physicians in the pharmaceutical industry. Drawing on Social Exchange Theory and Commitment-Trust Theory, the research examines how key RM elements trust, commitment, communication, relational selling behavior, expertise, and promotional tools such as medical detailing, free drug samples, and CME sponsorships shape physicians’ prescribing behavior and psychological attachment to pharmaceutical brands. Empirical insights reveal that trust and commitment act as critical mediators between MR efforts and brand loyalty, while free samples and consistent, high-quality information emerge as the most powerful drivers of habitual prescribing. Corporate reputation significantly influences loyalty, whereas perceived drug quality often functions as a point of parity. The study also addresses conflict management styles, ethical perceptions, cognitive dissonance, and cross-cultural variations in RM effectiveness. Findings underscore the strategic importance of ethical, expertise-driven, and personalized relationship-building over transactional selling for fostering long-term physician loyalty in both developed and developing markets.