Relationship Quality as Predictor of B2B Customer Loyalty in the Pharmaceutical Sector: Evidence from Jordan

This article aims to investigate the impactful effect of relationship quality dimensions (i.e., trust, satisfaction, and commitment) on aspects of loyalty represented by attitudinal loyalty and behavioral loyalty. A quantitative survey method was employed to achieve the objectives of the study. Furthermore, a convenience sampling technique was adopted to select a representative sample from physicians working in the public healthcare sector in Jordan. A total of 500 questionnaires were distributed, and 408 questionnaires were used in the statistical analyses. The data were analyzed by applying structural equation modeling to test the study model, and hypotheses were constructed and tested quantitatively and discussed qualitatively. The results revealed that both aspects of customer loyalty (i.e., behavioral and attitudinal) were affected positively by the overall dimensions of relationship quality (i.e., trust, satisfaction, and commitment), providing a recommendation for pharmaceutical companies in Jordan to focus on improving the relationship quality between their medical representatives and physicians due to the importance of such a factor in improving customer loyalty, which will reflect positively in managing their customers effectively and enhancing future business opportunities.