EN 
IN
Journal article
THE EFFECT OF ETHICAL SALES BEHAVIOR ON CUSTOMER TRUST, COMMITMENT, AND LOYALTY
Ida Ayu Komang Tiara Pratistha Sari I Made Wardana
Volume : 7 Nomor : 9 Published : 2019, September
International Journal of Economic, Commerce and Management IJECM United Kingdom
Abstrak
Abstract Ethical sales behavior is one of the key factors in company's success. It can be maximized if it is balanced with customer trust, commitment and loyalty. This study aims to explain the influence of ethical sales behavior on customer trust, commitment and loyalty. Data collected by distributing questionnaires to 90 Mcdonald's fast food chain customers in Denpasar City, Indonesia. This study used a non-probability sampling method and Structural Equation Modeling (SEM) to analyzed the data. The results show that ethical sales behavior have a positive and significant effect on both customer trust and commitment, customer trust have positive and significant effect on customer commitment, and ethical sales behavior, customer trust, and commitment do not have a significant effect on customer loyalty. Therefore, this study could be implied theoretically as to enrich the empirical evidence mainly on ethical sales behavior, customer trust, commitment and loyalty. The practical implication of this study is to be able to provide an overview to the management of Mcdonald’s in identify and decide the ethical sales behavior and its effect on customer trust, commitment and loyalty. Keywords: Ethical Sales Behavior, Trust, Commitment, Loyalty