The Relationship between Ethical Sale Behaviors with Loyalty Among Firm in Malaysia

Purpose – This study aims to investigate the influence of ethical sales behaviour on relationship quality and its consequences in the context of telemarketing to identify the complex nature of relationship marketing. Design/methodology/approach – A survey with 100 qualified observations from financial institutions’ customers in Malaysia was conducted. A structural equation modelling approach was used. Findings – Ethical sales behaviour components, that is, security, honesty, and privacy, have significant effects on relationship quality. Satisfactory relationship quality has positive effects on relationship commitment and customer loyalty. Originality/value – This paper identifies ethical sales behaviour components, namely, security, honesty and privacy, in the context of telemarketing and proposes that ethical sales behaviour is an important factor of maintaining high level of relationship quality.