As dimensões da qualidade do relacionamento no contexto do mercado farmacêutico

• Ano de defesa: 2009
• Autor(a) principal: Goularte, Juliana Henriques
• Orientador(a): Brasil, Vinícius Sittoni
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO DE EMPRESAS; MARKETING DE RELACIONAMENTO; CONSUMIDORES - SATISFAÇÃO; CONFIANÇA NA EMPRESA; INDÚSTRIA FARMACÊUTICA
• Link de acesso: http://hdl.handle.net/10923/1222

Intangible aspects of a relationship are difficult to match by competitors, providing sustainable competitive advantage to firms where the development of relationship quality matters. Considering the literature on relationship quality, there is a need for understanding the motives of relationship formation. Based on a model of relationship quality dimensions validated by Roberts, Varki and Brodie (2003), a qualitative research was conducted with physician and pharmaceutical representatives aiming to identify the motives of relations between satisfaction, commitment, trust, affective conflict, and relationship quality in the pharmaceutical market. Content analysis of the in-depth interviews showed relevant insights in the understanding of the motives underlying the above mention relations. For the relation between satisfaction- relationship quality, the motives found were accumulated benefits during past interactions and involvement. Considering the relation between commitment-relationship quality, the motives identified were negative information negligence by competitors, switching costs, and economic benefits. In the case of trustrelationship quality relation, the identified motives were trust benefits, knowledge exchange, and similarity of values. Finally, for the affective conflict-relationship quality relation, the motives were social benefits and cooperation. In conclusion, academic and managerial implications are presented, and research limitations and suggestions for future research are discussed.