search query: @author Steenhaut, S. / total: 4
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| Author: | Kenhove, P. Van Wulf, K. De Steenhaut, S. |
| Title: | The Relationship between Consumers' Unethical Behavior and Customer Loyalty in a Retail Environment |
| Journal: | Journal of Business Ethics
2003 : VOL. 44:4, p. 261-278 |
| Index terms: | LOYALTY ETHICS CONSUMERS GENDER RELATIONSHIP MARKETING |
| Language: | eng |
| 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 the authors' hypothesis that affective commitment is indeed negatively correlated with consumers' unethical behavior. |
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