Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities

This study aims to explain the antecedents of B2B customer satisfaction in pharmaceutical industry Jordan. The mainly investigates direct role social media marketing on pharmacy staff through lenses Kano model, value creation, and transaction efficiency. Purposive sampling was used collect data from 573 staff. Structural equation modelling regression analysis were assess constructed model’s validity. Results show that construct had both indirect impacts satisfaction. Specifically, efficiency’s mediating effect model found be effective when building integrated strategies for customers industry.