Trust as a critical driver of customer loyalty in the pharmaceutical market: A study of Kazakhstan

The article focused on customer loyalty and examined the factors that influence end-users' loyalty and attitudes towards domestic manufacturers. Factors such as price, quality, place, promotion, satisfaction, awareness, and trust were chosen to measure customer loyalty towards domestic medication manufacturers. The result of our study showed the role of trust as a critical driver of customer loyalty in the pharmaceutical market, with a specific focus on the case of Kazakhstan. Choosing appropriate marketing tools to increase trust and loyalty is crucial for both domestic medications and manufacturers. The research employed a quantitative method using a questionnaire, with 974 valid responses.