PUBLICACIONES

Impact of customer Orientation Inducements and Ethics on Loyalty to the Firm: customers' Perpective

J. Internacional: Impact of customer Orientation Inducements and Ethics on Loyalty to the Firm: customers' Perpective

JAY MULKI., LESLIER VALENZUELA F., JORGE JARAMILLO A.

2010 - Journal of Business Ethics - Vol. 93, N° 2, Pp 277-291

Abstract

Customer orientation (CO) and the development of long-term relationships with customers are known conditions for growth and profit sustainability. Businesses use special treatments, inducements, and personal gestures to show their appreciation to customers. However, there are concerns about whether these inducements really create the right perceptions in customer’s mind. This study suggests that when customers believe that the firm is ethical, the inducements and special treatments received are seen in a positive light and can help develop loyalty. The hypotheses were tested with responses from 299 customers of financial institutions in Chile. Results support the hypotheses that firm’s ethical reputation helps in retaining customers. Managerial implications are provided.

Keywords

Customer orientation, inducements, ethical reputation, loyalty to the firm, customer retention. 

¿Quieres seguir leyendo? [Accede a la publicación completa]

Profesor Pedro Leiva expuso en el Seminario SUSESO-ISTAS 21

El pasado 19 de abril, el Director del Observatorio de Gestión de Personas de la Facultad de Economía y Negocios de la Universidad de Chile, Profesor Pedro Leiva participó como...

Profesora Soledad Etchebarne participo en Seminario de Educación Financiera en Jóvenes Chilenos: Evidencia y Desafíos.

El pasado 14 de marzo de 2018, se llevo a cabo en el auditorio del Banco Central el Seminario de “Educación Financiera en Jóvenes Chilenos: Evidencia y Desafíos”. E...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.