Effect of service quality on doctor’s satisfaction and prescribing behavior in pharmaceutical supply chain – a study with reference to a major Indian pharmaceutical company

Antecedents and consequences of relationship quality in pharmaceutical industries: A structural equation modelling approach

This study aims to investigate the antecedents and consequences of relationship quality in the Jordanian pharmaceutical industry. A convenience sampling technique was used to select a representative sample of physicians working in the public healthcare sector in Jordan. Particularly, 500 questionnaires were distributed and 374 questionnaires were used in the analyses. Structural Equation Modeling was used to test the research hypotheses. Results revealed that the relationship quality was affected positively by the following antecedent variables (relational selling behavior, expertise, and ethical Relationship) while similarities had no significant effect on the relationship quality. The findings also revealed that the anticipation of future interaction between the physicians and medical representatives was affected positively by relationship quality. This study is the first that adequately examined the relationship quality and the anticipation of future interaction in the Jordanian pharmaceutical sector.

Examining the impact of marketing techniques on the prescription behavior of physicians with ethical ideology as a moderator

Purpose

This research paper aims to investigate the impact of pharmaceutical marketing on the prescription behavior of physicians. It further examines whether the use of various promotional techniques including advertisements, sales promotions, personal selling and direct marketing by pharmaceutical companies influences the prescription behavior of doctors. Based on the increasing ethical concerns regarding the promotion of specific drugs for personal gains, the research also investigated the moderating role of ethical ideology in the above relationship.

Design/methodology/approach

To accomplish the research goals, quantitative research methods were used. Using the online questionnaire, data were collected from 93 doctors working in government and private hospitals in Pakistan, and structural equation modeling technique was used to analyze the impact of pharmaceutical marketing techniques on the prescription decisions of physicians.

Findings

The findings suggested that marketing strategies of pharmaceutical companies positively influences the prescription behavior of doctors. Further, physicians having weak ethical standards are likely to be strongly influenced by the marketing and promotional practices of companies.

Practical implications

The research is pivotal in understanding the perspective of doctors and the ethical considerations that need to be addressed while devising the marketing campaigns by pharmaceutical companies. Further, these findings provide important implications regarding the essential linkage between ethical values and the development of right marketing tools.

Originality/value

To the best of the authors’ knowledge, this research is one of the first few to empirically develop and test the role of moral values followed by physicians when they take prescription decisions. Based on the findings, future researchers are encouraged to further investigate the need of setting boundaries for pharmaceutical companies and restricting their usage regarding the promotional tactics.

Mapping the key challenges and managing the opportunities in supply chain distribution during COVID-19: a case of Myanmar pharmaceutical company

Purpose

This study aims to present a study on the supply chain process of a Myanmar-based pharmaceutical company (named ABC Pvt. Ltd. in this study) that produces pharmaceutical products across Myanmar and aims of bringing quality medical products and best care for Myanmar people’s health. The study aims to identify the key supply chain challenges and manage the opportunities executed by this pharmaceutical company to improve the supply chain process during the COVID-19 outbreak.

Design/methodology/approach

This work used a case study and conducted semistructured interviews with the manager, senior managers and senior staff of the ABC Company to improve the supply chain process and develop a comprehensive structural relationship to rank them to streamline the uncertainties, real-time information and agility in a digital supply chain using grey relational analysis (GRA) method.

Findings

From the data analysis and results, “Impact of political factor,” “Delay in import process” and “Weak internet connection,” and “Weak knowledge of the use of digital platform,” “Poor information sharing in online by employees” and “Information flow from top management to operational level” have been identified as top and bottom three key challenges, respectively. “Inventory management,” “Selection of transport method” and “Operational cost”, and “Marketing and brand Innovation,” “Online delivery of products” and “E-commerce enablement (Launching applications, tracking system)” are identified as the top and bottom three managing the opportunities, respectively.

Research limitations/implications

The findings of the study help to supply chain decision-makers of the company in their establishment of key challenges and opportunities during the COVID-19 era. As a leading company, it always tries to add value to its product through a supply chain system, effective management teams and working with skillful decision-making toward satisfying the demand on time and monitoring the supplier performance.

Originality/value

The novelty of this study is to identify the key supply chain challenges and opportunities by the GRA method to rank them, considering the case of Myanmar pharmaceutical manufacturing company as a case-based approach to measuring its performance during the COVID-19 outbreak era. This work will assist managers and practitioners help to the company to provide optimal services to its consumers on time in this critical situation.

Perceived quality factors that discriminate parents of orthodontic patients according to their satisfaction

Purpose

Monitoring the perception of quality by parents and the satisfaction with their children’s treatment is crucial in developing high-level health-care services. The purpose of this paper is to identify the perceived quality factors by parents of paediatric orthodontic patients according to the levels of satisfaction.

Design/methodology/approach

A survey with 316 parents of paediatric orthodontic patients of 45 offices in a big Brazilian city was conducted. The questionnaires included statements on the parents’ satisfaction and perception of quality concerning their children’s treatment. The data were analysed using multivariate statistics (exploratory factor analysis, cluster analysis and discriminant analysis).

Findings

Parents were classified into three clusters according to their level of satisfaction. This survey identified 11 quality factors perceived by parents of patients regarding their children’s orthodontic treatment. Among them, five factors discriminated the clusters: orthodontist’s technical skills, administrative organisation, location (accessibility and convenience), treatment duration and dental supplies.

Practical implications

This research identified the perceived quality factors that most impacted parents of orthodontic patients’ satisfaction, contributing to dentists in developing strategies and actions to improve the quality of services in dental offices.

Originality/value

This paper included 11 perceived quality factors in the hypothetical model, identified through literature review and a qualitative phase. Moreover, multivariate statistical analyses confirmed the validity and reliability of the questionnaires, classified respondents in clusters and identified the perceived quality factors that most discriminated them. Therefore, the current investigation presented a more comprehensive and robust analysis than the previous studies on this topic.