The Impact of Ethical Sales Behaviour on Customer Satisfaction, Trust and Loyalty to the Company: An Empirical Study in the Financial Services Industry

$53.17 plus tax (Refund Policy)

Buy Article:


The need to be customer-focused to the highly changing marketing environment has never been more important for financial services institutions. However, under the present circumstances, where customers are becoming more demanding and increasingly mobile between competing financial providers, being customer-oriented is not enough. Financial services companies, and more specifically, their contact employees (e.g. salespeople) need to be perceived as ethical by their customers. This research represents an initial step in analysing the role of ethical sales behaviour, as perceived by bank customers, in developing and maintaining relationships with customers. The findings revealed that a salesperson's ethical behaviour leads to higher customer satisfaction, trust and loyalty to the bank that the salesperson represents. Managerial and research implications are also discussed.


Document Type: Research Article


Publication date: November 1, 2003

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more