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The Impact of Service Supplier’s Unethical Behavior to Buyer’s Satisfaction: An Empirical Study


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  • Ramazan Kaynak


  • Tuba Sert


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    In today’s marketing conditions, it becomes really vital for companies to establish an appropriate relationship with suppliers and salesperson based on ethical values in order to survive. Besides, ensuring an effective relationship between the parties would contribute to increase buyer satisfaction along with economic and social satisfaction. In this study, the direct effects of suppliers’ and salespersons’ unethical behaviors on buyer satisfaction, and the moderator effect of communication between buyer–supplier relationships are examined. The results of the study have revealed that unethical behaviors of suppliers and salesperson affect buyer satisfaction negatively and the communication variable has moderately affected. The results are providing important advantages for buyers who want to improve the relationships between the suppliers and their salesperson for pharmaceutical enterprises. Copyright Springer Science+Business Media B.V. 2012

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    Bibliographic Info

    Article provided by Springer in its journal Journal of Business Ethics.

    Volume (Year): 109 (2012)
    Issue (Month): 2 (August)
    Pages: 219-226

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    Handle: RePEc:kap:jbuset:v:109:y:2012:i:2:p:219-226

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    Keywords: Buyer–supplier relationship; Unethical behaviors; Communication; Buyer satisfaction;


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    1. Laczniak, Gene R. & Berkowitz, Marvin W. & Brooker, Russell G. & Hale, James P., 1995. "The ethics of business: Improving or deteriorating?," Business Horizons, Elsevier, vol. 38(1), pages 39-47.
    2. Bowman, James S., 1976. "Managerial ethics in business and government," Business Horizons, Elsevier, vol. 19(5), pages 48-54, October.
    3. Jay Mulki & Jorge Jaramillo & William Locander, 2009. "Critical Role of Leadership on Ethical Climate and Salesperson Behaviors," Journal of Business Ethics, Springer, vol. 86(2), pages 125-141, May.
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    Cited by:
    1. Mindaugas Sinkevičius & Justina Gineikienė & Maik Huettinger & Benas Adomavičius, 2014. "Double Standards in the Judgment of Consumer versus Business Unethical Behavior," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(1), pages 45-57.


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