In recent years, it is not hard to tell that in the retail market of flaming competition in Taiwan, and quality of service is worth of being paid attention. The study tries to investigate the relationships between buyer reactions to ethical behaviors of salespeople and customer-company identification. Several hypotheses are developed and tested to find out whether interactions with salespeople generates customers¡¦ ethical perceptions and impacts on customer-company identification. Moreover, the study intends to explore the consequences of customer-company identification (extra- or in- role behaviors). The study adopts structural equation modeling (SEM) to examine the path estimates among constructs. The study adopts convenience sample and the valid return of survey is 296. Results indicate that the significant and positive effects of both moral equity and relativism on customer-company identification and repurchase intention and positive word-of-mouth followed up. At last, the managerial implications of this study may help retailers with professional ethics of salespeople and create loyal customers.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0821112-200811 |
| Date | 21 August 2012 |
| Creators | Huang, Shih-En |
| Contributors | Hsuan-Yi Chou, Min-Hsin Huang, Wu Chi Cheng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0821112-200811 |
| Rights | user_define, Copyright information available at source archive |
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