Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

This study aims at measuring the pharmaceutical drug brand experience of the physicians as previous researches support that the brand experience has positive effects on customer satisfaction, and customer loyalty (Şahin, et al., 2011, Brakus et al., 2009, Zarantenello and Schmitt, 2000). In addition to, understanding how to establish better pharmaceutical drug brand experience through exerted marketing activities as determinants of brand experience. Then, study the impact of pharmaceutical drug brand experience and its determinants (marketing activities) on the customer (physicians{u2019}) satisfaction and loyalty from the physicians{u2019} point of view to determine whether this study results are matched with previous researches findings of brand experience. Thereby it can be applied on physicians, Medical Sales Representatives and the pharmaceutical (drug brands) market. And so, motivate the pharmaceutical firms to establish better pharmaceutical drug brand experience of their brands with physicians in Egypt. This study results support that marketing activities (as determinants of brand experience) is positively correlated with pharmaceutical drug brand experience and marketing activities is positively correlated with physicians{u2019} loyalty. Pharmaceutical drug brand experience is positively correlated with physicians{u2019} satisfaction. While, marketing activities is not correlated with physicians{u2019} satisfaction. Pharmaceutical drug brand experience is not correlated with physicians{u2019} loyalty. Customer (physicians{u2019}) satisfaction is not correlated with physicians{u2019} loyalty. These research results can be explained either by presence of monopoly or when the switching cost is high

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