Antecedents of Symmetry in Physicians’ Prescription Behavior: Evidence from SEM-Based Multivariate Approach
The aim of this paper is to examine the direct impact of marketing and medical tools on the symmetry of physicians’ prescription behavior in the context of the Pakistani healthcare sector. This research also investigates the moderating influence of corporate image and customer relationship...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2018-12-01
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| Series: | Symmetry |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2073-8994/10/12/721 |
| _version_ | 1811308374066724864 |
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| author | Rizwan Raheem Ahmed Zahid Ali Channar Riaz Hussain Soomro Jolita Vveinhardt Dalia Streimikiene Vishnu Parmar |
| author_facet | Rizwan Raheem Ahmed Zahid Ali Channar Riaz Hussain Soomro Jolita Vveinhardt Dalia Streimikiene Vishnu Parmar |
| author_sort | Rizwan Raheem Ahmed |
| collection | DOAJ |
| description | The aim of this paper is to examine the direct impact of marketing and medical tools on the symmetry of physicians’ prescription behavior in the context of the Pakistani healthcare sector. This research also investigates the moderating influence of corporate image and customer relationship in an association of marketing & medical tools, and the symmetry of physicians’ prescription behavior. The survey involved a research sample of 740 physicians, comprising 410 general practitioners and 330 specialists. A series of multivariate approaches such as exploratory factor analysis, confirmatory factor analyses, and conditional process analysis are employed. The findings of the study showed that marketing & medical tools have a direct, positive, and significant influence on physicians’ symmetrical prescription behavior. Corporate image and customer relationship have also a significant impact as moderating variables between marketing & medical tools, and the symmetry of prescription behavior of physicians. The outcomes of this research are beneficial to marketers and medical managers in the pharmaceutical industry. |
| first_indexed | 2024-04-13T09:22:03Z |
| format | Article |
| id | doaj.art-548e73f82a4a4dd4b95288bd07cab012 |
| institution | Directory Open Access Journal |
| issn | 2073-8994 |
| language | English |
| last_indexed | 2024-04-13T09:22:03Z |
| publishDate | 2018-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Symmetry |
| spelling | doaj.art-548e73f82a4a4dd4b95288bd07cab0122022-12-22T02:52:33ZengMDPI AGSymmetry2073-89942018-12-01101272110.3390/sym10120721sym10120721Antecedents of Symmetry in Physicians’ Prescription Behavior: Evidence from SEM-Based Multivariate ApproachRizwan Raheem Ahmed0Zahid Ali Channar1Riaz Hussain Soomro2Jolita Vveinhardt3Dalia Streimikiene4Vishnu Parmar5Faculty of Management Sciences, Indus University, Block-17, Gulshan, Karachi 75300, PakistanDepartment of Business Administration, Sindh Madressatul Islam University, Karachi 74000, PakistanInstitute of Health Management, Dow University of Health Sciences, Mission Road, Karachi 74200, PakistanFaculty of Economics and Management, Vytautas Magnus University, Daukanto str. 28, 44248 Kaunas, LithuaniaLithuanian Sports University, Institute of Sport Science and Innovations, Sporto str. 6, 44221 Kaunas, LithuaniaInstitute of Business Administration, University of Sindh, Jamshoro 76080, PakistanThe aim of this paper is to examine the direct impact of marketing and medical tools on the symmetry of physicians’ prescription behavior in the context of the Pakistani healthcare sector. This research also investigates the moderating influence of corporate image and customer relationship in an association of marketing & medical tools, and the symmetry of physicians’ prescription behavior. The survey involved a research sample of 740 physicians, comprising 410 general practitioners and 330 specialists. A series of multivariate approaches such as exploratory factor analysis, confirmatory factor analyses, and conditional process analysis are employed. The findings of the study showed that marketing & medical tools have a direct, positive, and significant influence on physicians’ symmetrical prescription behavior. Corporate image and customer relationship have also a significant impact as moderating variables between marketing & medical tools, and the symmetry of prescription behavior of physicians. The outcomes of this research are beneficial to marketers and medical managers in the pharmaceutical industry.https://www.mdpi.com/2073-8994/10/12/721pharmaceutical marketingphysicians’ symmetrical prescription behaviorcorporate imageexploratory factor analysisconfirmatory factor analysisSEM-based multivariate approach |
| spellingShingle | Rizwan Raheem Ahmed Zahid Ali Channar Riaz Hussain Soomro Jolita Vveinhardt Dalia Streimikiene Vishnu Parmar Antecedents of Symmetry in Physicians’ Prescription Behavior: Evidence from SEM-Based Multivariate Approach Symmetry pharmaceutical marketing physicians’ symmetrical prescription behavior corporate image exploratory factor analysis confirmatory factor analysis SEM-based multivariate approach |
| title | Antecedents of Symmetry in Physicians’ Prescription Behavior: Evidence from SEM-Based Multivariate Approach |
| title_full | Antecedents of Symmetry in Physicians’ Prescription Behavior: Evidence from SEM-Based Multivariate Approach |
| title_fullStr | Antecedents of Symmetry in Physicians’ Prescription Behavior: Evidence from SEM-Based Multivariate Approach |
| title_full_unstemmed | Antecedents of Symmetry in Physicians’ Prescription Behavior: Evidence from SEM-Based Multivariate Approach |
| title_short | Antecedents of Symmetry in Physicians’ Prescription Behavior: Evidence from SEM-Based Multivariate Approach |
| title_sort | antecedents of symmetry in physicians prescription behavior evidence from sem based multivariate approach |
| topic | pharmaceutical marketing physicians’ symmetrical prescription behavior corporate image exploratory factor analysis confirmatory factor analysis SEM-based multivariate approach |
| url | https://www.mdpi.com/2073-8994/10/12/721 |
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