In Jordan's competitive pharmaceutical sector, fostering long-term relationships with customers has emerged as a strategic imperative for sustained success. This study delves into the profound influence of relationship marketing on customer retention within this context. Employing a comprehensive research approach, we examine the multifaceted dimensions of relationship marketing strategies deployed by pharmaceutical firms and their impact on customer loyalty and retention. Our findings shed light on the strategies that resonate most effectively with Jordanian pharmaceutical customers, highlighting the pivotal role of trust, communication, and value creation. The insights gleaned from this research offer actionable guidance for pharmaceutical companies seeking to build enduring bonds with their customer base in Jordan's dynamic healthcare landscape.

Relationship Marketing, Customer Retention, Pharmaceutical Sector

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