Author(s): Wafa M’SALLEM | Olfa BOUHLEL | Mohamed Nabil MZOUGHI
Journal: Australian Journal of Business and Management Research
ISSN 1839-0846
Volume: 1;
Issue: 2;
Start page: 45;
Date: 2011;
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Keywords: Ethic | satisfaction | trust | commitment | loyalty
ABSTRACT
This research aims to examine the impact of the ethical dimension of selling behavior on some marketing relational variables in the banking sector: satisfaction, trust, commitment and loyalty. Structural equations modelling (SEM) is used to assess the simultaneous effects of the predictive variables. An empirical survey confirms the impact of the ethical dimension on the trust. The satisfaction has an effect on the customer trust which influences his commitment and loyalty.
Journal: Australian Journal of Business and Management Research
ISSN 1839-0846
Volume: 1;
Issue: 2;
Start page: 45;
Date: 2011;
VIEW PDF
DOWNLOAD PDF Original pageKeywords: Ethic | satisfaction | trust | commitment | loyalty
ABSTRACT
This research aims to examine the impact of the ethical dimension of selling behavior on some marketing relational variables in the banking sector: satisfaction, trust, commitment and loyalty. Structural equations modelling (SEM) is used to assess the simultaneous effects of the predictive variables. An empirical survey confirms the impact of the ethical dimension on the trust. The satisfaction has an effect on the customer trust which influences his commitment and loyalty.
