The Effect of Unethical Sales Behaviors on Consumer Cynicism and the Moderating Role of Demographic Characteristics: A Study on the Service Sector

Abstract

Although it is frequently emphasized in the literature that companies' ethical violations are effective in developing consumer cynicism, the effect of salespeople's unethical behaviors on consumer cynicism towards the service sector has not been investigated yet. Therefore, this study aims to reveal the effect of unethical sales behaviors on consumer cynicism towards the service sector and whether this effect differs according to demographic characteristics.Design/methodology/approach -The convenience sampling method was used in this study, and the data were obtained from consumers who buy/consume services in Bursa province. Face-to-face survey was used as data collection method. The data reached were analyzed by structural equation modeling (SEM).Findings -As a result of the study, it was found that unethical sales behaviors had a significant and positive effect on consumer cynicism towards the service sector. It was also found that the effect of unethical sales behaviors on consumer cynicism towards the service sector differed significantly according to education level but did not differ significantly according to gender, marital status, age, and income. Accordingly, the effect of unethical sales behaviors on consumer cynicism towards the service sector is higher for consumers with postgraduate education than consumers with undergraduate education.Discussion -This study contributes to the marketing literature by revealing that unethical sales behaviors affect consumer cynicism towards the service sector and this effect differs according to education level. In addition, the results obtained in this study are thought to be beneficial for service companies in terms of preventing consumer cynicism and reducing the harmful effects of cynicism.