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Effects of ethical sales behaviour on satisfaction, trust, commitment, retention and words-of-mouth

Wei-Ming Ou (Marketing Management Department, Shih Chien University, Kaohsiung, Taiwan)
Chia-Mei Shih (Business Administration Department, Kun Shan University, Tainan, Taiwan)
Chin-Yuan Chen (Finance Department, Kun Shan University, Tainan, Taiwan)

International Journal of Commerce and Management

ISSN: 1056-9219

Article publication date: 2 November 2015

1884

Abstract

Purpose

This study aims to investigate the influence of ethical sales behaviour on relationship quality and its consequences in the context of telemarketing to identify the complex nature of relationship marketing.

Design/methodology/approach

A survey with 312 qualified observations from financial institutions’ customers in Taiwan was conducted. A structural equation modelling approach was used.

Findings

Ethical sales behaviour components, that is, avoiding overharvest, security, honesty, privacy and non-harassment, have significant effects on relationship quality. Satisfactory relationship quality has positive effects on relationship commitment and customer loyalty.

Originality/value

This paper identifies ethical sales behaviour components, namely, avoiding overharvest, security, honesty, privacy and non-harassment, in the context of telemarketing and proposes that ethical sales behaviour is an important factor of maintaining high level of relationship quality.

Keywords

Acknowledgements

The authors wish to express their appreciation to the Editor and two anonymous reviewers for their helpful comments on earlier drafts of this manuscript. The first author would like to thank Carl Chu for his help and friendship. The authors also would like to thank Chia-Sheng Chang for his assistance toward this research.

Citation

Ou, W.-M., Shih, C.-M. and Chen, C.-Y. (2015), "Effects of ethical sales behaviour on satisfaction, trust, commitment, retention and words-of-mouth", International Journal of Commerce and Management, Vol. 25 No. 4, pp. 673-686. https://doi.org/10.1108/IJCoMA-04-2013-0040

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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