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

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2022-07-19 DOI:10.1108/sjme-09-2021-0176

H. Mansouri, S. Sadeghi Boroujerdi, Maizaitulaidawati Md Husin

引用次数: 12

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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卖家道德行为对顾客忠诚、满意和信任的影响

目的本研究旨在探讨卖家道德行为与顾客忠诚的关系。在运动服装行业中，信任和满意度在道德行为与忠诚关系中的中介作用也被评估。设计/方法/方法从265名消费者中收集数据。采用结构方程模型提出了10个假设并进行了验证。发现销售商的道德行为对消费者的忠诚有显著的影响。此外，满意度和信任在卖家道德行为与消费者忠诚之间起中介作用。信任也被发现是顾客忠诚的最近邻前因。原创性/价值本研究实证证明了卖家道德行为对顾客满意度和信任之间的关系。本研究亦透过整合模型，深入探讨顾客满意、信任与忠诚之间的关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.