The impact of ethical sales behavior on customer loyalty : The case study in Procter & Gamble company in Vietnam
Abstract
During the period of internship, I observed many unethical activities from
representatives of P&G Company at Metro supermarket toward customers. Many
customers discovered the truth and they complained a lot to the company. Therefore,
the ultimate purpose of this paper is to investigate the impact of ethical sales
behaviors on customer loyalty in P&G Company.
In attempt to answer this question, after reviewing a wide range of literature,
the model of Laith Alrubaiee (2012) would be the most appropriate model in my
study. This model includes four contexts: ethical sales behavior, customer trust,
customer commitment and customer loyalty while customer trust and customer
commitment are the mediating determinants between the behavior of salesperson and
customer loyalty.
Regarding to the purpose of this study, the qualitative and quantitative would be
combined to fulfill the weakness of each method. To be more specific, the
questionnaire was distributed to 200 customer who are the retailers, traders,
household business buy the P&G products at Metro supermarket system. On the other
hand, the qualitative interview was conducted to 5 customers who are purchasing
P&G at Metro in Ho Chi Minh City. As a result, the research revealed that the ethical
sales behavior has a positive relationship with customer loyalty through two paths:
through customer commitment and the relationship quality. Moreover, the customer
trust impact positively on the customer commitment
Finally, the discussion and recommendations of the thesis are expressed
carefully and help the upper level of P&G company enhance the customer loyalty as
well as find the ways to prevent unethical behaviors from sales person.