Physician perceived value as a mediating variable between marketing mix strategy and physician satisfaction

Abstract

Purpose

Physician satisfaction (PHS) in the pharmaceutical business is a major issue that has created serious concerns for pharmaceutical companies and medical practitioners. The purpose of this paper is to explore the mediation effect of physician perceived value (PPV) on the relationship between marketing mix strategy (MMS) and PHS in the pharmaceutical industry in Yemen.

Design/methodology/approach

A non-probability purposive sample of 500 physicians was surveyed by using a self-administered questionnaire. Out of the 500 questionnaires, only 192 surveys were returned. Consequently, only 170 questionnaires were usable for the final analysis, with a 34 percent usable response rate. Several statistical techniques were performed including reliability, factor analysis, multiple regressions analysis, and hierarchical regressions to examine the mediation effect of the PPV.

Findings

The results showed that MMS elements, namely, product, price, promotion, and place, significantly contributed to PHS. The results also indicated that MMS elements, namely, price, place, and promotion, significantly contributed to PPV, whereas product showed an insignificant contribution. The PPV significantly contributed to PHS. Hierarchical regression results indicated that PPV partially mediated the relationship among MMS elements, namely, price, place, promotion, and PHS. Product variable was excluded in hierarchical analyses because the variable was insignificant to PPV.

Originality/value

This paper is the first to deal with perceived value as a mediating variable between elements of MMS (4Ps) for drug product and PHS in the context pharmaceutical business.

Citation

Murshid, M.A., Mohaidin, Z., Yen Nee, G. and Fernando, Y. (2016), "Physician perceived value as a mediating variable between marketing mix strategy and physician satisfaction", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 5, pp. 780-806. https://doi.org/10.1108/APJML-09-2015-0142