Effects of ethical sales behaviour, expertise, corporate reputation, and performance on relationship quality and loyalty

Ou, Wei‐Ming; Shih, Chia-Mei; Chen, Chin-Yuan; Tseng, Chih-Wei

doi:10.1080/02642069.2010.531268

Cited by 43 publications

(75 citation statements)

References 58 publications

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“…The basis of advanced professional expertise is the ability to understand customer needs in order to being able to offer them a solution that satisfies those needs (Agnihotri et al, 2016). As a consequence, FLE verbal expertise is highly linked to customer quality perception (Brady & Cronin Jr, 2001), advice acceptance (White, 2005), social rapport (Gremler & Gwinner, 2008), satisfaction (Coelho & Augusto, 2008) and word-of-mouth communication (Ou et al, 2012) with higher levels of expertise having a more positive impact (Bonaccio & Dalal, 2006;Sniezek & Van Swol, 2001). While the high relevance of FLE verbal expertise is undoubtable, the question arises which role face masks play for the impact of FLE verbal expertise on customer responses.…”

Section: The Role Of Fle Verbal Expertise For Customer Responsesmentioning

confidence: 99%

Masked smiles matter – employee verbal expertise and emotion display during COVID-19

Hofmann

Wanisch

2021

The Service Industries Journal

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Throughout the customer journey, the employee-customer interaction drives customer responses. The COVID-19 pandemic has dramatically influenced shopping behavior with face masks playing a major role. This research investigates how consumer behavior has changed and how frontline employee (FLE) nonverbal (emotional facial expressions) and verbal cues (verbal expertise) influence customer responses dependent on whether FLEs wear a face mask or not. Semi-structured interviews among consumers, an open association study among students and an experimental study using Panel data were conducted. Findings of these online studies with German-speaking consumers show that face masks do not exclusively cause negative feelings and problems; they also reduce the perceived risk of a COVID-19 infection. Importantly, customers can correctly decode FLE smiling even when wearing face masks; however, the relevance of verbal expertise increases compared to FLE emotion displays. This stateof-the-art research during COVID-19 provides novel insights into dyadic service interactions for research and management.

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Section: The Role Of Fle Verbal Expertise For Customer Responsesmentioning

confidence: 99%

Masked smiles matter – employee verbal expertise and emotion display during COVID-19

Hofmann

Wanisch

2021

The Service Industries Journal

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“…Relationship quality has been vastly studied (Al-alak, 2014;Leonidou et al, 2014;Lai, 2014;Rafiq et al, 2013;Chu and Wang, 2012;Chang et al, 2012;Ou et al, 2012;Aurier and Sere de Lanauze, 2011;Keating et al, 2010;Chen and Myagmarsuren, 2011;Liu et al, 2011;Sun, 2010;Vesel and Zabkar, 2010;De Canniere et al, 2010;Cater and Cater, 2010;Chung and Shin, 2010;Qin et al, 2009;Rajaobelina and Bergeron, 2009;Beatson et al, 2008;Cheng et al, 2008;Holmlund, 2008;Meng and Elliot, 2008;Moliner et al, 2007aMoliner et al, , 2007bWong et al, 2007;Macintosh, 2007;Rauyruen and Miller, 2007;Ndubisi, 2007;Ulaga and Eggert, 2006;Lin and Ding, 2005;Tseng, 2005;Keating et al, 2003;Kim and Cha, 2002;Hennig-Thurau et al, 2002;Kim et al, 2001;Boles et al, 2000;Shamdasani and Balakrishnan, 2000;Bejou et al, 1996;Wray et al, 1994;Crosby et al, 1990). But one concern that has rarely been addressed in the extant literature is whether relationship quality should be measured as a disagg...…”

Section: Introductionmentioning

confidence: 99%

Should relationship quality be measured as a disaggregated or a composite construct?

Izogo

2016

Management Research Review

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Purpose – The purpose of this paper is to report the results of an empirical study that tested two competing models of relationship quality for superiority and further examined the effect of relationship quality antecedents as well as relationship quality constructs on customer loyalty. Design/methodology/approach – Quantitative cross-sectional data generated from 332 informants who are experienced users of banking services formed the final database. The construct validity and reliability of the data set was confirmed. The two competing models were tested with partial least squares structural equation modelling technique. Findings – Although the two competing models support all the hypothesised relationships as expected, the disaggregated model of relationship quality was found to be a better predictor of customer loyalty than the composite model of the construct. The two models also show that relationship quality does transmit the effect of customer orientation, expertise and information sharing to customer loyalty. But each of these determinants contributed differentially to relationship quality in both models just as trust and satisfaction contributed differentially to customer loyalty in the disaggregated model. Research limitations/implications – This paper questions the predictive ability of all previous models that tested relationship quality as a composite construct. The concern is that outputs from those studies may not have reflected the accurate explanation of the construct on companies’ bottom line. Future research integrating the construct into behavioural models should, therefore, examine the construct from a disaggregated viewpoint. Practical implications – Retail managers especially those within the banking sector are better placed to enhance customer loyalty when relationship quality implementation is initiated from the lens of both trust and satisfaction as separate and interdependent constructs, rather than a composite measure. Such approach widens the latitude to identify areas where attention to improvement is needed most. Originality/value – The uniqueness of this paper is the measurement of relationship quality both as a disaggregated and composite construct in one study. As far as could be established, in exception of Rafiq et al. (2013) whose model was rather too simplistic, no study of this sort is found within the relationship marketing literature in general and the financial services sector in particular. Based on the two competing models tested, the disaggregated model of relationship quality ahead of the composite/global measure emerged as a superior approach to testing the construct.

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“…This is because customers do not just identify with the brand, but they also have to develop an affective commitment toward it (Pérez, 2009). Consequently, corporate ethical behavior positively affects brand loyalty through trust and brand effect (Singh et al, 2012;Ou et al, 2012). The Ethisphere Institute (Ethics pay for GE, eBay, 2011) have discovered that ethical firms do better financially, even in different economic situations, implying that investing in ethical policies and practices will benefit a firm in the long term.…”

Section: Firm Ethicality and Brand Loyaltymentioning

confidence: 99%

Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing

Amoako

Doe

Dzogbenuku

2021

SBR

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Purpose This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing. Design/methodology/approach Using the purposive sampling technique, data were obtained from 622 middle-income city dwellers who shop at leading retail malls. Data were analyzed with partial least square–structural equation model. Findings The study found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty. Both CSR and green marketing mediate between perceived firm ethicality and brand loyalty. Research limitations/implications This research was done based on general knowledge of business ethics, CSR and green marketing from the consumers’ perspective. Future studies can avoid this limitation. Practical implications By ensuring ethical codes, CSR and green marketing, firms can contribute to promoting the SDGs, and at the same time, achieving customer loyalty. Brand loyalty is further enhanced if customers see a firm to be practicing CSR. Social implications The SDGs of sustainable production patterns, climate change and its impacts, and sustainably using water resources must become the focus of companies as they ultimately yield loyalty. Policymakers and society can design a policy to facilitate adoption of better ethical behavior and green marketing by firms as a way of promoting SDGs. Originality/value To the best of the authors’ knowledge, this study is the first to test the mediation effect of green marketing and CSR on how ethical behavior leads to brand loyalty. It is also one of the few papers to examine how SDGs can be promoted by businesses as stakeholders.

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Effects of ethical sales behaviour, expertise, corporate reputation, and performance on relationship quality and loyalty

Cited by 43 publications

References 58 publications

Masked smiles matter – employee verbal expertise and emotion display during COVID-19

Masked smiles matter – employee verbal expertise and emotion display during COVID-19

Should relationship quality be measured as a disaggregated or a composite construct?

Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing

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