Determinants Of Relationship Continuity Between Sales Representatives And Pharmacists: The Mediating Role Of Trust

Abstract

Jordan pharmaceutical sector reflects a complicated multichannel network of pharmaceutical companies (sellers) and pharmacies (buyers). However, the key objective of this study is to investigate the impact of shared values, interdependence, relationship termination costs and emotional intensity (the independent variables) on the expectation of relationship continuity (the dependent variable) between sales representatives of pharmaceutical companies and pharmacists in the Hashemite Kingdome of Jordan, as well as, to explore the role of trust as mediating variable. To achieve that; a self-administered questionnaire has been created and distributed out of a total sample of 500 pharmacies located in the capital of Amman. The findings of the multiple regression tests shown that; emotional intensity is the most influential variable on expectation of relationship continuity, followed by relationship termination costs, shared values and interdependence respectively. Furthermore, trust variable has been found to play a major role as mediating variable. Accordingly, the researcher provided managerial implications and recommendations for upcoming related research.