The Relationship between Consumers' Unethical Behavior and Customer Loyalty in a Retail Environment

Journal of Business Ethics 44 (4):261-278 (2003)

Abstract
This paper investigates the relationship between two outcomes of relationship marketing – affective commitment and behavioral loyalty – and consumers' unethical behavior. The main objective of the study is to assess whether affective commitment and behavioral loyalty to a store translate into more ethical behavior towards that store, controlling for the variables of age, gender, and ethical beliefs. The study does not rely on a single measurement tool, but is based on ten months' panel data and three different mail surveys targeted at 359 Belgian households. The results provide support for our hypothesis that affective commitment is indeed negatively correlated with consumers' unethical behavior. The same conclusion could not be drawn for the relationship between behavioral loyalty and consumers' unethical behavior. No significant relationship was detected, not even in situations where affective commitment was high. The results hold major implications for retailing practice
Keywords affective commitment  age  behavioral loyalty  consumer ethics  customer loyalty  ethical beliefs  gender  relationship marketing
Categories (categorize this paper)
Reprint years 2004
DOI 10.1023/A:1023678507088
Options
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

Our Archive


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 47,330
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

Ethical Beliefs of Chinese Consumers in Hong Kong.Andrew Chan, Simon Wong & Paul Leung - 1998 - Journal of Business Ethics 17 (11):1163-1170.

View all 10 references / Add more references

Citations of this work BETA

View all 12 citations / Add more citations

Similar books and articles

Reflexive marketing: the cultural circuit of loyalty programs. [REVIEW]Jason Pridmore - 2010 - Identity in the Information Society 3 (3):565-581.

Analytics

Added to PP index
2013-11-22

Total views
43 ( #210,886 of 2,291,031 )

Recent downloads (6 months)
5 ( #234,602 of 2,291,031 )

How can I increase my downloads?

Downloads

My notes

Sign in to use this feature