| Abstract: | Maximum difference conjoint analysis is used to determine which value-added services offered by pharmaceutical manufacturers are liked the best (worst) as perceived by hospital pharmacy directors. When pharmacy directors are presented with opportunities to switch biotechnological products, it is possible to assess the relative value of value-added services in maintaining customer loyalty. A manufacturer's resources, such as educational programs, product services, and other specialized skills, are valued by hospital pharmacy directors as revealed by their reluctance to switch to a competitor's product. Differential effects of hospital size and managerial implications are also discussed. |
