Effects of ethical sales behaviour,expertise, corporate reputation,and performance on relationship quality and loyalty |
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| Authors: | Wei-Ming Ou Chia-Mei Shih Chin-Yuan Chen Chih-Wei Tseng |
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| Affiliation: | 1. Marketing Management , Shih Chien University , 200 University Road Neimen, Kaohsiung , Taiwan, Republic of China weimingou@ntu.edu.tw;3. Business Administration , Kun Shan University , Tainan , Taiwan, Republic of China;4. Finance , Kun Shan University , Tainan , Taiwan, Republic of China;5. AxunTek Solar Energy Company, Production , Tainan , Taiwan, Republic of China |
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| Abstract: | This analysis examines the influence of ethical sales behaviour, salesperson expertise, service performance, corporate reputation, and corporate performance on relationship quality and its consequences from multi-level perspectives in order to identify the nature of mix relationships at different levels. A survey with 505 qualified observations from financial institutions' customers in Taiwan was conducted. A structural equation modelling approach was used. Ethical sales behaviour, salesperson expertise, service performance, corporate reputation, and corporate performance, that is, the antecedents of relationship quality, have significant effects on relationship quality. Relationships exist between salespeople and customers, but customers also establish relationship with the retailers themselves. Satisfactory relationship quality has positive effects on commitment and loyalty. Implications for research and practice are discussed. |
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| Keywords: | corporate reputation realtionship quality ethics loyalty |
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