The effect of sales representative satisfaction, brand quality and brand trust on brand loyalty: A study on physicians in the pharmaceutical industry

The main purpose of this study is to determine the effect of satisfaction with the sales representative, brand quality and brand trust on brand loyalty. Another purpose of the study is to examine the effect of relevant variables on attitudinal and behavioral brand loyalty. In this context, a field application was conducted in Elazığ province, specifically for physicians in the pharmaceutical sector. The survey technique was used. A total of 326 surveys were found suitable for analysis and the necessary analyses were performed in the SPSS program. Descriptive statistics, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, independent sample t-test and Anova test were used, respectively. As a result of the findings obtained, it was seen that satisfaction with the sales representative did not affect brand loyalty; on the other hand, brand quality and brand trust positively affected brand loyalty. According to the findings obtained; brand quality and brand trust are important factors that determine physicians' loyalty to the brand. High-quality products and reliable brand image increase physicians' loyalty to the brand. Especially in the pharmaceutical sector, the product quality and reliability of the brand can be decisive in physicians' treatment preferences. In conclusion, this study provides important findings in terms of brand management strategies in the pharmaceutical industry. Brand quality, brand trust and satisfaction with sales representatives stand out as the main factors affecting physicians' brand loyalty. These findings indicate important points that pharmaceutical companies should take into consideration when shaping their marketing and sales strategies.