Ethical behavior a thought for defining loyalty in an offline

Namita Rajput (), Urvashi Sharma (), Baljeet Kaur (), Korakod Tongkachok (), Venkata Harshavardhan Reddy Dornadula () and Dharini Raje Sisodia ()
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Namita Rajput: University of Delhi
Urvashi Sharma: University of Delhi
Baljeet Kaur: University of Delhi
Korakod Tongkachok: Thaksin University
Venkata Harshavardhan Reddy Dornadula: Cloud Varsity TIME
Dharini Raje Sisodia: Army Institute of Management and Technology

International Journal of System Assurance Engineering and Management, 2023, vol. 14, issue 6, No 6, 2088-2094

Abstract: Abstract It is critical to focus on the demands of the consumer in today’s fast-changing marketing landscape, particularly in financial services organizations. In the present context, customer centricity will not be adequate since customers are becoming more intentional and mobile in switching their preferences between competing financial service providers. Customers must hold financial service providers and those who work for them to a high standard of ethics. This study is unusual in that it looks at the importance of ethical sales behavior in establishing and keeping relationships with clients from the perspective of life insurance customers. The findings demonstrated that ethical behavior has a clear link to client enjoyment, trust, and loyalty in the life insurance market, where salespeople are primarily accountable for these aspects. The implications for management and research are also discussed in the paper.

Keywords: Salespeople; Life insurance; Customer loyalty; Trust; Ethical sales behavior (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s13198-023-01970-9

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