11 AJBMR • Doi Publications
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  • THE PERCEIVED ETHICAL BEHAVIOR OF BANKERS: A NORTH AFRICAN PERSPECTIVE
    â–ºWafa M’SALLEM, Olfa BOUHLEL and Mohamed Nabil MZOUGHI

     10.52283/NSWRCA.AJBMR.20110102A04

    ABSTRACT
    This research aims to examine the impact of the ethical dimension of selling behavior on some marketing relational variables in the banking sector: satisfaction, trust, commitment and loyalty. Structural equations modelling (SEM) is used to assess the simultaneous effects of the predictive variables. An empirical survey confirms the impact of the ethical dimension on the trust. The satisfaction has an effect on the customer trust which influences his commitment and loyalty.

    Keywords: Ethic, satisfaction, trust, commitment, loyalty

    Pages:45-54 :: Download-View
 
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