Tkachenko I. Substantiation of scientific and practical approaches to the management of the relationship marketing system of pharmaceutical market participants

The dissertation is devoted to the substantiation of the system of marketing relationships in pharmacy, the development of a model of marketing components of relationships of pharmaceutical activity's subjects, their main tasks are defined, which contributes to the complex application of this marketing concept in the pharmaceutical branch. For the first time, a conceptual model of marketing business network of pharmaceutical enterprise relationships with key partners was constructed, using a social-market approach and taking into account the multilevel structure of factors influencing the relationships of network participants, in order to form an intangible asset as a factor of an additional component of competitiveness. For the first time, scientific and practical approaches to a comprehensive assessment of pharmacy customer loyalty based on the Servqual concept have been developed. The methodology and algorithm of estimation of quality of service and customer loyalty in pharmacy establishment and scale for interpretation of quality of service have been developed. The scientific and practical approaches to the estimation of the customer's loyalty of the pharmacy establishment by the components of loyalty have been proposed. The methodology and algorithm of estimation of customer loyalty to pharmacy establishment by components of loyalty have been developed. The possibility and expediency of using a set of methods of estimation of customer loyalty, which allow to obtain comparable results and determine its range, have been proved. A second-order polynomial regression model has been built for predicting the integral index of servqual-gap quality service in a pharmacy establishment with a high degree of approximation, which allows to increase the validity of management decisions and the efficiency of the activity of pharmacy establishment. Methodical approaches have been proposed to the evaluation of the effectiveness of the implementation of marketing developments to determine the quality of service, formation and assessment of loyalty visitors of pharmacy establishment. The existence of socio-economic effect has been proved in the pharmacy institution during the implementation of the proposed marketing developments.