The purpose of this study is to analysis of a model for investigation the influences of ethical sales behavior on customer loyalty in insurance industry with a case study in Parsian Insurance Company in Iran. The theoretical topics collected by means of library and Internet and the data was obtained from questionnaire. To analyze the data, the structural equation modeling embedded in the AMOS software was applied. The results of analyzing data reveal that the presented model is an appropriate model for investigation the influence of ethical sales behavior on customer loyalty in insurance company. Results also show that the salesperson’s ethical behavior has an important influence on customer satisfaction from salesperson and their trust to the seller. Ethical behavior also has great impact on customer loyalty to the insurance; however this influence is not proven directly, it is mediated by customer satisfaction and trust to the salesperson.
Alrubaiee, L. (2012).Exploring the Relationship between Ethical Sales Behavior, Relationship Quality and Customer Loyalty. International Journal of Marketing Studies, 4(1), 7-25.
Alrubaiee, L., AlNazer, N. (2010).Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer's Perspective. International Journal of Marketing Studies, 2(1), 155-174.
Cater, B., Zabkar, V. (2008).Antecedents and consequences of commitment in marketing research services: The client's Perspective. Industrial Marketing Management, 38(7), 785-797.
Chang, Y.H., Chen, F.Y. (2007).Relational benefits, switching barriers and loyalty: A study of airline customer in Taiwan. Journal of Air transport management, 13(1), 104-109.
Chen, P.T., Hu, H.H. (2010).The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International journal of hospitality management, 29(3), 405-412.
Chen, M.F., Mau, L.H. (2009).The impact of ethical sales behavior on customer loyalty in the life insurance industry. The Service Industry Journal, 29(1), 59-77.
Coulter, K.S., Coulter, R.A.(2003).The effects of industry knowledge on the development of trust in service relationships. International Journal of Research in Marketing, 20(1), 31–43.
Crosby, L.A., Evans, K.R., Cowles, D. (1990).Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68–81.
De Wulf, K., Gaby, O., Iacobucci, D. (2001). Investments in Consumer Relationships: Across-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33–50.
Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece. Management Research News, 29(12), 782 - 800.
Ganesh, J., Arnold, M.J., Reynolds, K.E.(2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 64(3), 65–87.
Gerpott, T.J., Rams, W., Schindler, A. (2001). Customer retention, loyalty and satisfaction in the German mobile cellular telecommunications market. Telecommunications Policy, 25(4), 249-269.
Guillén, M., Nielsen J.P., Scheike, T.H., Pérez-Marín, A.M. (2011). Time-varying effects in the analysis of customer loyalty: A case study in insurance. Expert Systems with Applications, 39(3), 3551-3558.
Han, X., Kwortnik, Jr.R. J., Wang, C.(2008). Service Loyalty - An Integrative Model and Examination Across Service Contexts. Journal of Service Research, 11(1), 22-42.
Hansen, J.D., Riggle, R.J. (2009).Ethical salesperson behavior in sales relationships. Journal of Personal Selling and Sales Management, 29(2), 151–166.
Hazrati, S.S., Zohdi, M., Zohdi, M.H., Seyedi, S.M., Dalvand, M.T. (2012).Examining impacts of the salesperson’s ethical behavior on the customer’s satisfaction, trust and commitment. African Journal of Business Management,6(14), 5026-5033.
Josep, M.R., Velilla, M. (2003). Loyalty and trust as the ethical bases of organizations, Journal of Business Ethics, 44(1), 49–59.
Kennedy, M.S., Ferrell, L.K., Leclair, D.T. (2001).Consumers' Trust of Salesperson and Manufacturer: An Empirical Study. Journal of Business Research, 51(2), 73-86.
Lin, S.H.(2012).Effects of Ethical Sales Behavior Considered through Transaction Cost Theory: To Whom Is the Customer Loyal. The Journal of International Management Studies, 7(1), 31-40.
Lagace, R.R., Dahlstrom, R., Gassenheimer, J.B. (1991). The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry. Journal of Personal Selling and Sales Management, 11(4), 39-47.
Mantel, S.P.(2005). Choice or perception: How affect influences choices among salespeople. Journal of Personal Selling & Sales Management, 25(1), 43–55.
Mishra, Karen E., Li, Cong. (2008). Relationship Marketing in Fortune 500 U.S. and Chinese Web Sites. Journal of Relationship Marketing, 7(1), 29-43.
Morgan, R.M., Hunt, S.D. (1994).The commitment – trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Roman, S. (2003).The Impact of Ethical Sales Behavior on Customer Satisfaction, Trust and Loyalty to the Company: An Empirical Study in the Financial Services Industry. Journal of Marketing Management, 19(9-10), 915-935.
Román, S., Munuera, J.L. (2005). Determinants and Consequences of Ethical Behavior: An Empirical Study of Salespeople. European Journal of Marketing, 39(5-6), 473–495.
Sanzo, M.J., Santos, M.L., Vazquez, R., Alvarez, L. (2003).The Role Market Orientation in Business Dynamic Relationships: Testing an Integrator Model.Journal of marketing Management, 19(3),73-107.
Sirdeshmukh, D., Singh, J., Sabol, B. (2002).Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37.
Spekman, R.E. (1988). Strategic supplier selection: Understanding long-term relationships. BusinessHorizon, 31(4), 75–81.
Swan, J.E., Trawick, Jr.I.F., Rink, D.R., Roberts, J.J (1988). Measuring Dimensions of Purchaser Trust of industrial Salespeople. Journal Personal Selling and Sales Management, 8(2), 1-9.
Vesel, P., Zabkar, V. (2009).Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program. Journal of retailing and customer services, 16(5), 396-406.
Yeng, L.Ch.,Nik Mat, N.K.(2013). The Antecedents of Customer Loyalty in Malaysian Retailing: Capitalizing the Strategic Tool.3rd Asia-Pacific Business Research Conference, February.
Walter, A., Thomas R., Hans G.G. (1999).Value-creating Functions of Customer Relationships from a Supplier's Perspective: Theoretical Considerations and Empirical Results. Industrial Marketing Management, 30(4),365-377.
Copyright: © 2013 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
