Abstract—As the competition in the pharmaceutical industry becoming more intense, building collaborative relationships with patients, physicians, and other stakeholders are the key to sustain demand for pharmacy services on a long-term basis. Thus, the purpose of this study is to identify and understand the importance of key dimension used to assess the success of customer relationship and how it affects customer loyalty in the pharmaceutical industry. Data was collected from 325 customers who purchase their needs from pharmacies throughout Kuching. A reliability and validity analysis suggests that Trust have a significant relationship to customer loyalty and a subsequent multiple regression analysis revealed that Conflict Handling is the most important dimensions of relationship marketing to customer loyalty. This study finding is to gain better understanding of the dimension of relationship marketing as perceived by the customers in pharmaceutical industry.

Index Terms—relationship marketing, customer loyalty, pharmaceutical industry

Cite: Agnes Kanyan, Jasmine Vivienne Andrew, Jati Kasuma Ali, and Marianne Merley Beti, "Building Customer Relationship for Gaining Customer Loyalty in the Pharmaceutical Industry," Journal of Advanced Management Science, Vol. 3, No. 4, pp. 319-322, December 2015. doi: 10.12720/joams.3.4.319-322