أهمية العوامل الاجتماعية في دعم علاقات التبادل التجاري بين المؤسسات : دراسة علاقات التبادل على مستوى سلسلة توريد التجهيزات الطبية

Abstract EN

This research aims to highlight the role of the social factors in the processes of commercial exchanges between institutions.

The physicians community was chosen as the subject of the study as heads of business units, where the physician's relationship with the supplier of medical supplies is one of the most important marketing elements to examine.

Where institutions providing economic services, including medical, must improve relations with parties external to the institution to ensure better returns.The research hypotheses were tested using structural modeling on data from a field study of a sample of 85 physicians from the states of Sétif and Bordj Bou Arreridj.

The results of the study showed the importance of behavioral elements in supporting and maintaining exchange relationships, represented by the two factors of communication and cooperation.

The results of the study also showed the importance of the engagement factor in reducing the degree of tendency to end the relationship, reducing the degree of functional conflict and supporting the degree of customer compliance.