THE PERCEIVED ETHICAL BEHAVIOR OF BANKERS: A NORTH AFRICAN PERSPECTIVE

THE PERCEIVED ETHICAL BEHAVIOR OF BANKERS: A NORTH AFRICAN PERSPECTIVE

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...

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Veröffentlicht in:Australian journal of business and management research 2011-08, Vol.1 (2), p.45-54
Hauptverfasser: SALLEM, Wafa M’, BOUHLEL, Olfa, MZOUGHI, Mohamed Nabil
Format: Artikel
Sprache:eng
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Zusammenfassung: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.
ISSN:1839-0846
1839-0846
DOI:10.52283/NSWRCA.AJBMR.20110102A04