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| Author: | Valenzuela, L.M. Mulki, J.P. Jaramillo, J.F. |
| Title: | Impact of customer orientation, inducements and ethics on loyalty to the firm: customers' perspective |
| Journal: | Journal of Business Ethics
2010 : MAY, VOL. 93:2, p. 277-291 |
| Index terms: | customer relations relationship marketing consumer satisfaction loyalty marketing theory |
| Language: | eng |
| Abstract: | Customer orientation (CO) and developing long-term relationships with customers are known conditions for the sustainability of growth and profits. Businesses use special treatments, inducements, and personal gestures to signal their appreciation to customers. However, concerns exist about whether these inducements actually create the desired perceptions in customers mind. This paper suggests that when customers believe in the firm ethicality, the inducements and special treatments received are considered positively and can help develop loyalty. The hypotheses were tested with 299 financial institution customer responses in Chile. Results support the hypotheses of a firms ethical reputation's help in retaining customers. Managerial implications are also provided. |
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