Effects of ethical sales behaviour on satisfaction, trust, commitment, retention and words-of-mouth

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 312 qualified observations from financial institutions’ customers in Taiwan was conducted. A structural equation modelling approach was used. Findings – Ethical sales behaviour components, that is, avoiding overharvest, security, honesty, privacy and non-harassment, 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, avoiding overharvest, security, honesty, privacy and non-harassment, in the context of telemarketing and proposes that ethical sales behaviour is an important factor of maintaining high level of relationship quality.