Relationship outcomes of perceived ethical sales behavior: the customer's perspective

This research analyzes the role of ethical salesperson behavior as perceived by the customer in developing a better quality relationship between the salesperson and the customer. The results show that perceived ethical sales behavior plays a major role in affecting the quality of the buyer-seller relationship as it has a positive effect on customer satisfaction, trust and commitment to the salesperson. In addition, satisfaction with and trust in the salesperson positively influence customer commitment to the salesperson. Finally, perceived ethical sales behavior has a stronger effect on customer satisfaction with the salesperson when the customer's attitude toward the industry in which the salesperson works is more negative than when it is more positive. Implications and future research issues are discussed.