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THE IMPACT OF UNFAIR BUSINESS PRACTİCES ON BANK CUSTOMERS: AN EXPERİMENTAL STUDY

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Author(s): Volkan ÖZBEK | Ümit ALNIAÇIK | Fatih KOÇ

Journal: Ege Academic Review
ISSN 1303-099X

Volume: 12;
Issue: 1;
Start page: 23;
Date: 2012;
Original page

Keywords: Business ethics | Perceived reputation | Purchase in- tentions | Marketing ethics | Deceptive advertising | Experimen- tal methodology.

ABSTRACT
Ethics has become an attractive research topic in the business literature. However, experimental studies probing the relation between business ethics and perceived firm value are relatively scarce. Accordingly, in this study we examined how unfair business practices affect customers’ perceptions about and intentions towards a company. For this aim, we conducted an experimental study on 406 university students. We used an excerpt to manipulate the information about a hypothetical bank’s way of treatment to its customers (neutral vs. unfair). Than, we examined how different types of information do affect prospective customers’ evaluations of firm reputation and their intentions to purchase services from the narrated bank. Data analysis revealed that, providing information about unethical business practices of a firm significantly decreased the perceived firm reputation and intentions to purchase services.

Tango Jona
Tangokurs Rapperswil-Jona

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