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Marketing Ethics and Relationship Marketing - An Empirical Study that Measure the Effect of Ethics Practices Application on Maintaining Relationships with Customers

Author

Listed:
  • Muhammad Alshurideh
  • B. H. Al Kurdi
  • Anu Vij, Zaid Obiedat
  • Abdallah Naser

Abstract

The purpose of this study is to measure the effect of ethics embedded practices on maintaining long-term relationships with customers. Based on an extensive literature review, four elements of marketing ethics, namely, honesty, autonomy, privacy and transparency were identified and examined by utilizing a sample of 360 participants. Adopting a quantitative approach, the study conducted on telecommunication sector subscribers revealed that the elements of marketing ethics affected an organization¡¯s ability of maintaining long-term relationships with customers and had a strong influence on feedback, transparency and privacy. The results also showed the crucial role of generating feedback from customers for creating and maintaining long-term relationships. The results will enable marketers to not only analyze the importance of adopting ethical practices in their strategies but also the relative relevance of these practices as perceived by customers.

Suggested Citation

  • Muhammad Alshurideh & B. H. Al Kurdi & Anu Vij, Zaid Obiedat & Abdallah Naser, 2016. "Marketing Ethics and Relationship Marketing - An Empirical Study that Measure the Effect of Ethics Practices Application on Maintaining Relationships with Customers," International Business Research, Canadian Center of Science and Education, vol. 9(9), pages 78-90, September.
    • Handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:9:p:78-90
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    References listed on IDEAS

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    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    2. Chonko, Lawrence B. & Hunt, Shelby D., 1985. "Ethics and marketing management: An empirical examination," Journal of Business Research, Elsevier, vol. 13(4), pages 339-359, August.
    3. Cramton, Peter C. & Dees, J. Gregory, 1993. "Promoting Honesty in Negotiation: An Exercise in Practical Ethics," Business Ethics Quarterly, Cambridge University Press, vol. 3(4), pages 359-394, October.
    4. Abul Hassan & Abdelkader Chachi & Salma Abdul Latiff, 2008. "Islamic Marketing Ethics and Its Impact on Customer Satisfaction in the Islamic Banking Industry القيم الإسلامية للتسويق وأثرها في كسب رضا العميل في صناعة الصيرفة الإسلامية," Journal of King Abdulaziz University: Islamic Economics, King Abdulaziz University, Islamic Economics Institute., vol. 21(1), pages 27-46, January.
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    Citations

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    Cited by:

    1. Mpinganjira, Mercy & Maduku, Daniel K., 2019. "Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands," Journal of Business Research, Elsevier, vol. 95(C), pages 464-478.
    2. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    3. Muhammad Alshurideh & Barween Al Kurdi & Ala Abdullah Abumari & Said A. Salloum, 2018. "Pharmaceutical Promotion Tools Effect on Physician's Adoption of Medicine Prescribing: Evidence from Jordan," Modern Applied Science, Canadian Center of Science and Education, vol. 12(11), pages 210-210, November.
    4. Saad AIT LAMKADEM & Smail OUIDDAD, 2020. "Ethical issues about kids targeting," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(12), pages 37-42, December.
    5. Muhammad Abrar & Rizwan Shabbir & Mohsin Bashir & Shahnawaz Saqib & Ahmed Raza, 2020. "Role of Professional Service Quality and Communication Effectiveness in Predicting Relationship Commitment among Professional-Client in Lawyer Services," International Review of Management and Marketing, Econjournals, vol. 10(4), pages 89-95.

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    More about this item

    Keywords

    marketing ethics; feedback; relationship marketing; honesty; autonomy; privacy and transparency;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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