The influence of sellers’ ethical behaviour on customer’s loyalty, satisfaction and trust

Hossein Mansouri · Saeed Sadeghi Boroujerdi · Maizaitulaidawati Md Husin

66 citations0/0 files storedSpanish Journal of Marketing - ESIC

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Customer Service Quality and Loyalty Consumer Retail Behavior Studies Ethics in Business and Education

Abstract

Purpose This study aims to examine the relationship between sellers’ ethical behaviour and customer loyalty. The mediating effect of trust and satisfaction in the relationship between ethical behaviour and loyalty was also assessed in the sportswear industry. Design/methodology/approach Data were collected from 265 consumers. Ten hypotheses were developed and tested by applying structural equation modelling. Findings There is a significant influence between sellers’ ethical behaviour and consumers’ loyalty. Also, satisfaction and trust mediate the relationship between sellers’ ethical behaviour and consumers’ loyalty. Trust is also found as the most proximal antecedent to customer loyalty. Originality/value This study empirically justifies the relationship between sellers’ ethical behaviour towards customer satisfaction and trust. This study also provides insight into the relationships between customer satisfaction, trust and loyalty in an integrated model.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2018When to use and how to report the results of PLS-SEM 1994The Commitment-Trust Theory of Relationship Marketing 1985A Conceptual Model of Service Quality and Its Implications for Future Research 2002Consumer Trust, Value, and Loyalty in Relational Exchanges 1996The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study

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