The Impact of Ethical Sales Behavior on Customer Loyalty Considered through Transaction Cost Theory; Broadband internet service companies

Sahar Akbari¹ Mehrdad Ziabari Moghadam²

1) Mba student, Mazandaran University of Science and Technology
2) DBA, Assistant Professor at Industrial Management Institute

IOI Code : XYCG-AEZCC
Publication : international conference of Management Elites(icme.ir)
Abstract :
    Customer is the most effective element in the decision-making and strategic marketing planning. review and identify customer behavior and providing services according to customer requirements can develop marketing. In todayʼs turbulent economy that is no guarantee for organizations to survive in business environment, loyal customers are able to help organizations keep their growth. organizations should focus on customer loyalty and should use this loyalty of their customers as a key strategy for future. Also the willingness of the customers to maintain or discontinue the relationship with the organization will be influenced by the interaction with the staff. Given the importance of this issue, This paper, based on transaction cost theory and from the customer’s perspective ,examines the relationships between a salesperson’s ethical sales behavior, the customer-perceived confidence benefits, customer satisfaction and customer loyalty in Broadband internet service companies. In order to do this research, we use the research model that is proposed by Su-Hsiu Lin and Hsing Wu(2012),in that model the customer loyalty are divided into loyalty to salesperson and loyalty to the firm.The statistical population of this study includes the customers of the Broadband internet service companies in Mazandaran. according to the uncertain amount of population and by using Cochran formula, the sample size was determined as 384 subjects. Also, simple random sampling was used. first the descriptive statistics related to demographic information of respondents (sample subjects) and the status of research variables were shown by using tables and charts. Then, statistical methods and different tests were used by using SPSS22 and LISREL8.54 software in order to answer the research questions and conclude. According to the results of the evaluation of the structural model, all hypotheses of the study approved and also the results of the research confirmed the relationship between ethical sales behavior and customer loyalty.

Keywords : ethical sales behavior customer perceived confidence benefits transaction cost theory customer satisfaction customer loyalty