The effect of unethical marketing behaviour on customer punitive intentions in the context of services industry: the moderating role of switching intention

Kareem Ahmed Ragab, Ahmed Elsetouhi and Diaa Elhak Abdulraheem

International Journal of Services and Operations Management, 2024, vol. 49, issue 1, 111-136

Abstract: In the mobile service market, which is characterised by intense competition and increasing alternatives availability, firms' unethical behaviours are becoming a decisive factor in formulating customers' reactions. This study aims to investigate the influence of unethical marketing behaviour of services providers on customer punitive intentions. It also endeavours to uncover the moderating role of switching intention in the research model. Data were collected from 453 customers of mobile service providers in Egypt. Path analysis is employed to test the research hypotheses using WarpPLS 7.0. The findings reveal that the perceived unethical marketing behaviours in 4Ps (i.e., product, price, place and promotion) positively influence customer punitive intentions. With respect to the moderating role of switching intention, it enhances the influence that unethical marketing behaviour has on customer punitive intentions. The paper provides managerial implications for services corporates and suggestions for future research.

Keywords: unethical marketing behaviour; customer punitive intentions; switching intention; mobile service providers; Egypt. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=141415 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijsoma:v:49:y:2024:i:1:p:111-136

Access Statistics for this article

More articles in International Journal of Services and Operations Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().