Evaluation of key determinants and mechanisms to enhance relationship quality between pharmaceutical sales representatives and general physicians

Purpose This study aims to critically analyse the key determinants and mechanisms that contribute to relationship quality (RQ) between general physicians (GPs) and pharmaceutical sales representatives (PSRs). Design/methodology/approach This phenomenological study is based on 22 semi-structured interviews conducted with 17 GPs and 5 PSRs within the bounded context of Multan, Pakistan. It explores the determinants, mechanisms and outcomes of RQ. Thematic analysis was used to interpret the data, supported by the computer-assisted software Atlas.ti to generate themes and codes. Findings The analysis revealed that the identified determinants give rise to underlying mechanisms either cognitive (self-interest) or affective (emotional) that shape RQ between PSRs and physicians. In traditional societies and developing countries such as Pakistan, factors like firm image, product quality, frequent visits, strong communication skills in English and the professional representation of sales representatives significantly contribute to the development of RQ. Practical implications This research offers several practical implications for management and PSRs. First, management should formulate recruitment and training policies that align with country-specific requirements to effectively build RQ with physicians. The study affirms that while the firm’s image and product quality influence RQ, the PSR’s individual behaviour during sales calls is equally vital in leveraging these organizational strengths. Originality/value This study contributes to the literature by identifying additional determinants of RQ specific to the Pakistani context, beyond those commonly cited in existing research. It also highlights how these determinants activate cognitive and emotional mechanisms that help PSRs gain physicians’ trust, satisfaction and commitment. These mechanisms further foster the reciprocity mechanism, which positively influences physicians’ prescription decision-making one of the key outcomes of RQ.