USE OF PHARMACEUTICAL MANUFACTURERS VALUE-ADDED SERVICES TO BUILD CUSTOMER LOYALTY

Maximum difference conjoint analysis is used to determine which value- added services offered by pharmaceutical manufacturers are liked the b est (worst) as perceived by hospital pharmacy directors. When pharmacy directors are presented with opportunities to switch biotechnological products, it is possible to assess the relative value of value-added services in maintaining customer loyalty. A manufacturer's resources, such as educational programs, product services, and other specialized shills, are valued by hospital pharmacy directors as revealed by their reluctance to switch to a competitor's product. Differential effects of hospital size and managerial implications are also discussed. (C) 1 997 Elsevier Science Inc.