Title: Can gift redemption activities make your customer loyal? - A relook into Indian pharmaceutical loyalty program

Authors: Arabinda Bhandari

Addresses: School of Management, Presidency University, Bangalore, India

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.

Keywords: loyalty program; chemist; OTC product; sales outcome; pharmaceutical.

DOI: 10.1504/IJBEX.2024.141642

International Journal of Business Excellence, 2024 Vol.34 No.2, pp.147 - 177

Received: 29 Jan 2020
Accepted: 13 May 2021
Published online: 30 Sep 2024 *

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