Healthcare Marketing: The Synergistic And Mediatory Impact Of Positivity And Negativity Factors On Channel Members’ Satisfaction
Health care, Marketing, Negativity, Pharmaceutical, Positivity, Satisfaction
International Journal of Pharmaceutical and Healthcare Marketing
Purpose: The purpose of this study was to examine the process of the use of management’s positivity and negativity sources and their mediation on pharmaceutical members’ satisfaction that, in turn, enable a health-care organization to meet its business objectives with more agility. Design/methodology/approach: Data were obtained from a survey of 106 pharmaceutical members regarding their relationships with management. Findings: The results of LISREL analysis revealed that the use of positivity variables such as reward enhanced each of referent, expert and positive conflict; in addition, referent boosted satisfaction. However, the use of negativity variables such as opportunism enhanced power, but weakened each of referent, expert and legitimate power sources. The use of coercion enhanced power too, but produced dissatisfaction. Further, the prevalence of negative conflict caused dissatisfaction. Originality/value: This study also reported major contributions when it examined the effect of the mediation of the use of positivity intrinsic power sources on satisfaction. It found that referent power functioned as a full mediator by dropping the amount of the relationship between the use of reward and satisfaction to zero and as a partial mediator by dropping the amount of the relationship between the use of coercion and satisfaction. In addition, the use of referent power mediated the joint effect of both the use of coercion and reward power sources, triggering a positive effect on satisfaction. Several managerial implications were discussed.
Department of Marketing and Entrepreneurship
Department of Marketing
Original Publication Date
DOI of published version
UNI ScholarWorks, Rod Library, University of Northern Iowa
Rawwas, Mohammed Y.A.; Javed, Basharat; Iyer, Karthik N.S.; and Zhao, Baochun, "Healthcare Marketing: The Synergistic And Mediatory Impact Of Positivity And Negativity Factors On Channel Members’ Satisfaction" (2019). Faculty Publications. 453.