Can gift redemption activities make your customer loyal? - A relook into Indian pharmaceutical loyalty program Online publication date: Mon, 30-Sep-2024
by Arabinda Bhandari
International Journal of Business Excellence (IJBEX), Vol. 34, No. 2, 2024
Abstract: The purpose of this research article is to address how gift redemption numbers, the number of active chemists, and the number of onboard chemists play an important role in loyalty sales in Indian pharmaceutical organisations. This study has been conducted on 2,698 chemists in three states of India in a 13 months' period. After collecting the sales data, redemption number, the active and inactive chemists of the three states, the data were analysed by using descriptive statistics, Pearson's correlations, and regression through SPSS software. This research finding indicates that there is a statistically significant positive correlation between the numbers of active chemists and sales outcomes of a loyalty program. There is a negative correlation between the numbers of inactive chemists with retail loyalty sales and there is no significant correlation with the gift redemption number on pharmaceutical organisations' sales outcomes.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Excellence (IJBEX):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook