The influence of salespeople's competence and product quality on customer satisfaction and customer loyalty in Health-supplement at self-owned pharmacy : A study of pharmacy XYZ

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Tanoto, Gracelynn Lovena (2024) The influence of salespeople's competence and product quality on customer satisfaction and customer loyalty in Health-supplement at self-owned pharmacy : A study of pharmacy XYZ. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

The COVID-19 pandemic has intensified the challenge of building customer loyalty in the pharmaceutical industry, prompting a need for more extensive research. While many companies invest in enhancing salespeople's competence to boost brand awareness, these representatives also aim to cultivate long-term connections with customers. Pharmacy XYZ, a self-owned pharmacy in North Sumatra, has seen a decline in health supplement sales, a sector heavily reliant on salespeople's efforts. Debate persists over the most effective strategies for fostering loyalty, with differing views on whether product quality or salespeople competence is paramount. The researcher identified a gap in previous studies concerning the significance of salesperson competence relative to product quality in Indonesia, particularly within the pharmaceutical sector. Moreover, there is lack of comparative research on salespeople's competence and product quality, with disparate findings from prior studies on their influence on customer satisfaction and customer loyalty. This study, conducted at pharmacy XYZ in North Sumatra, analyzes the influence of salespeople's competence and product quality on customer loyalty, with customer satisfaction as an intervening factor. Purposive sampling was employed, with 71 loyal customers filling out questionnaires. The data was analyzed using the SEM-PLS technique with SMartPLS4 software. Through his study, it has been determined that salespeople's competence positively and significantly influences customer satisfaction, while product similarly has a positive and significant influence on customer satisfaction. Furthermore, the study underscores the importance of customer satisfaction in driving customer loyalty in the pharmaceutical sector. Hence, to cultivate customer loyalty it is advisable for company to diversify product offering, train salespeople, and foster connection with customers.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Bachelor of Business Administration
Depositing User:	Dwi Selviyana
Date Deposited:	11 Oct 2024 07:30
Last Modified:	11 Oct 2024 07:30
URI:	http://repository.ipmi.ac.id/id/eprint/2602

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