عنوان انگلیسی مقاله:

The Impact of Ethical Sales Behavior on Customer Loyalty: A Case from Vietnam

ترجمه عنوان مقاله: تاثیر اخلاقی رفتار فروش در وفاداری مشتری: یک مورد از ویتنام

رشته: بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 17 صفحه

منبع: International Paper

نوع فایل: pdf

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چکیده مقاله

This paper attempts to investigate the effect of ethical sales behavior on customer loyalty in the context of sales representatives of Procter & Gamble (P&G) at Metro Cash & Carry (MCC) supermarkets toward customers. The result of this study is expected to be applicable in fast-moving-consumer-good (FMCG) industry. The applied model in this paper includes four concepts of ethical sales behavior, customer trust, customer commitment, and customer loyalty. Questionnaires were used to collect data through phone survey. Cronbach alpha, Exploratory Factor Analysis, Confirmatory Factory Analysis, and Structural Equation Modeling were used to analyze data collected from 203 customers who are retailers or traders buying P&G products at MCC system. In addition, multiple group analyses regarding gender and purchasing power were also performed. Furthermore, qualitative interviews were also conducted with five (5) customers purchasing P&G products to understand customer response  with unethical sales behavior. The results show that there is only indirect impact of ethical sales behavior on customer loyalty through customer trust and customer commitment as mediating variables. Customer commitment has direct effect on customer loyalty, but customer trust only influences customer loyalty through customer commitment. No difference in gender or purchasing power is found regarding the impact of ethical sales behavior on customer loyalty.

Keywords: ethical sales behavior, customer trust, customer commitment, customer loyalty, Vietnam

مقدمه مقاله

Nowadays, smart managers have been looking beyond customer satisfaction toward customer loyalty because customer satisfaction is not the sign of repurchasing. In marketing management, it is crucial to ensure customer loyalty and obtain benefits from extending customer life as profitable and long-term investments for any business. In general, customer loyalty has been recognized as an important source of sustainable competitive advantages due to customer retention, repurchase, and long-term customer relationships (Ganesh, Arnold, & Reynolds, 2000; Rust, Zeithaml, & Lemon , 2000).

In service organizations, salespersons are most visible representatives (Crosby, Evans, & Cowles, 1990) and their face to face interactions with customers have been traditionally considered as one of the most important determinants of customer loyalty (Grönroos, 1990). However, such a relationship may be spoiled by salespersons’dishonest and untrustworthy behaviors (Kelly & Schine, 1992). Those immoral actions not only influence customers’ perspectives, but also hurt the customer commitment, trust, and loyalty. Many previous studies mentioned the ethical sales behavior under supervisor’s perceptions (e.g. Ramsey, Marshall, Johnston, & Deeter-Schmelz, 2007). Nevertheless, this current study focuses on the concept of ethical sales behaviors from the customers’ perspectives.

 

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