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Customer perception and response to ethical norms in legal services marketing

Author

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  • Ndubisi, Nelson Oly
  • Nataraajan, Rajan
  • Lai, Rebecca

Abstract

The study here examines the relationship between ethical marketing norms, relationship quality (RQ), and commitment in the context of legal services. Through a survey of customers of legal services providers in Malaysia, data were collected. Results from a standard analysis of data show that the four dimensions of ethical marketing norms contribute significantly and explain a significant amount of variance in RQ and commitment. The results further show that three dimensions of ethical norms namely price and distribution norm, information and contract norm, and general honesty and integrity norm are significantly associated with relationship quality and commitment. Product and promotion norm has no significant relationship with relationship quality and commitment. RQ plays a mediating role in the relationship between marketing norms and commitment. The study reveals that the same three dimensions of marketing norms predict both RQ and commitment, and are useful for effective legal services marketing. These findings lead to research, managerial, contextual and policy implications that conclude the paper.

Suggested Citation

  • Ndubisi, Nelson Oly & Nataraajan, Rajan & Lai, Rebecca, 2014. "Customer perception and response to ethical norms in legal services marketing," Journal of Business Research, Elsevier, vol. 67(3), pages 369-377.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:3:p:369-377
    DOI: 10.1016/j.jbusres.2013.01.001
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    References listed on IDEAS

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    2. 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.
    3. Lim, Weng Marc & O'Connor, Peter & Nair, Sumesh & Soleimani, Samaneh & Rasul, Tareq, 2023. "A foundational theory of ethical decision-making: The case of marketing professionals," Journal of Business Research, Elsevier, vol. 158(C).

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