The Drivers of Loyalty in the Life Sciences Industry

This thesis aims to understand which factors drives customers loyalty in Life science industry. Although, loyalty influencing factors are studied, there are not too many findings on B2B concept and especially there is gap for Life science industry. For this reason, author was focusing on manufacturers who produce equipment for Life science industry laboratories. This research was conducted on collecting primary data through questionnaires distributed to a sample of 88 people, all experienced managers of Life science industry, and it is based more on numerical data and statistical analysis using SPSS Statistics through correlation and regression. Designed model explains about 54% of the variation in loyalty. The findings suggest that perceived service quality, personal relationships, device design and device quality have positive effect on customers loyalty. The results can help marketers to understand underlaying factors which affects loyalty and can help to improve marketing actions. Knowing what matters most to customers in their to be loyal cycle, gives marketing and sales leaders the insight needed to gauge where their efforts are likely to have the greatest impact.