| dc.description.abstract | Salesperson’s ethical behavior plays a critical role in the formation and maintenance
of long-term relationship (Gundlach and Murphy, 1993; Roman and Ruiz, 2005) and
has a significant effect on customer satisfaction. Customer’s satisfaction has positive
impact on business result and is understood as a long term experience In contrast,
unethical behavior can even generate liability to problems for salespeople’s
organizations through both intentional and inadvertent statements (Boedecker et at.,
1991). Customer’s dissatisfaction may lead to customer base decline and therefore
generate lower return.
In light of the above, a review of the literature on ethical sales behavior and customer
satisfaction, the purpose of this study is based on conceptual model introduced by
Roman and Ruiz in 2005; Sergio Roman and Jose Luis Munuere in 2005 to analyze
and explore the relationship between salesperson’s ethical behavior and customer
satisfaction in Mercedes-Benz Vietnam. From the exploratory results, the study
makes some suggestions for Mercedes-Benz Vietnam Management in recruiting,
motivating and training sales force in order to achieve high level of customer
satisfaction.
The case research methodology was adopted to answer the research issues. For
preparation of data collection, the case study protocol and interview questions were
developed. Then, the data were collected primarily through conducting in-depth
interviews with customers, sales staff and sales management of Mercedes-Benz
Vietnam as well as secondary data from Mercedes-Benz Vietnam Company. Finally,
after analyzing the data in within-case and cross-case, conclusions and
xi
recommendations of the study for Mercedes-Benz Vietnam Management were
presented.
Key words: customer satisfaction, ethical sales behavior, salesperson, compensation,
Mercedes-Benz Vietnam. | en_US |
