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

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Abstract

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.

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Authors and Affiliations

  1. Faculty of Business Administration, Gebze Institute of Technology, Cayirova Kampusu No: 101 P.K:141, 41400, Gebze, Kocaeli, Turkey

    Ramazan Kaynak

  2. Ornek Mah. Musa Sureyya Bey Sk. No: 43 K: 5 D: 12, Atasehir, Istanbul, Turkey

    Tuba Sert

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  1. Ramazan Kaynak
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  2. Tuba Sert
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Correspondence to Tuba Sert.

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Kaynak, R., Sert, T. The Impact of Service Supplier’s Unethical Behavior to Buyer’s Satisfaction: An Empirical Study. J Bus Ethics 109, 219–226 (2012). https://doi.org/10.1007/s10551-011-1121-5

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  • DOI: https://doi.org/10.1007/s10551-011-1121-5

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