摘要：The present research examines impacts of salesperson’s ethical behavior on customers’ satisfaction, trust, and commitment to the salesperson. The sale as one of marketing aspects is the building block of success of any business. In fact, marketing without the sale would not lead to its goals. Following the long-term procedures and basics, improving personal skills, and salespersons’ ethical behavior levels result in forming the success bases of the marketing and sales. Although, the salesperson’s ethical behavior could increase the sale, much research has not been conducted on examining the impacts of the salesperson’s ethical behavior on the customers. The statistical population of the present study includes customers of Panasonic and Sony electronic products. Data used in this study have been collected using questionnaires. To analyze the data, the structural equation modeling embedded in the LISREL software was applied. Results show that the salesperson’s ethical behavior has important influences on customers’ satisfaction, trust and commitment to the salesperson.
关键词：Salesperson ethical behavior; customer’s satisfaction on the salesperson; customer’s satisfaction in the salesperson; customer’s commitment to the salesperson
