IMPACT OF ETHICAL SALES BEHAVIOR, QUALITY AND IMAGE ON CUSTOMER SATISFACTION AND LOYALTY: EVIDENCE FROM RETAIL BANKING IN EGYPT

Ahmed Tolba, Iman Seoudi, Hakim Meshriki and Mina AbdelShahid

International Journal of Management and Marketing Research, 2015, vol. 8, issue 2, 1-18

Abstract: Amidst increasing competition and deregulation, retail banks are looking for ways to differentiate their services in the eyes of their customers and to attain high levels of customer satisfaction and loyalty. Due to the high customer welfare implications of financial services and the significant role of a bank’s sales employees in this regard, ethical sales behavior plays an important role as a source of customer satisfaction with a bank’s services and of loyalty to the bank. This study examines the dimensions of ethical behavior by bank employees and how they impact levels of customer satisfaction and loyalty. Moreover, the roles of perceived service quality and bank image are also examined, due to the salience of these constructs in the literature. Based on a thorough review of the literature, a conceptual model is developed and tested on a sample of retail banking customers of eight prominent banks in Egypt. The results show a significant impact of ethical sales behavior on both customer satisfaction and loyalty. Managerial implications for retail banks are drawn

Keywords: Ethical Sales Behavior; Satisfaction; Loyalty; Retail Banking; Egypt; Quality; Image (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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