Ethical Behavior of Salesperson: The Impact of Consumer's Perception on Trust, Satisfaction and Repeat Purchasing Behavior

Abstract

One of the essential factors for the purpose of maintaining businesses market shares is developing friendly, long-term relationships with the customer rather than short-term ones. One of the activities that best serves this purpose is actual sales. In particular, sales in the service sector are even more important. Since these services are abstrct, customers need to trust the information presented to them by the salesperson. In this study, the evaluation of the behaviour of salespeople in terms of ethics has been performed from the consumer's perspective. The purpose of this study is to reveal the effects of salespeople's ethical behavior in terms of ethics in salespeople, consumer trust in the company, and finally consumer's repeat purchasing behavior. In applications where buyer-seller relationships are quiet extensive, the financial services sector has beeon assessed. Structural equation modelling was used to test the model and hypotheses of the research. In the results of the study, a study, a stronger effect from ethicsal sales behavior appeared with confidence in the salesperson and confidence in the business. Additionally salesperson's ethical behavior (mediatedby the business trust factor) was the most powerful predictor of repeat purchasing behavior.