2024-11-252024-11-25https://cris.esan.edu.pe/handle/20.500.12640/566"Purpose - This research aim is to examine commercial friendship in relational sales and marketing in the context of healthcare sales. Design/methodology/approach – The model is tested using covariance-based structural equation modeling (CB-SEM) for a sample of physicians in Lima Peru. Findings - We propose a model in which the physician's perception of the quality of the commercial friendship with the laboratory representative is associated with the physician's intention to prescribe, mediated by the physician's customer satisfaction."VentasMarketingatención médica.