摘要：Pharmaceutical industry is not just a commercial business, their products are about life and death, and improving our life quality. This paper aims to study the ethical issues in customer management and how it contributes to organizational sustainability in Malaysia pharmaceutical industry. A quantitative research designed to collect primary data from questionnaire and secondary data from journal and articles focused on ethical customer management and pharmaceutical sustainability. The paper recognized 5 pillars; Direction, Posture, Organization, Behavior and Environment in DPOBE sustainability model and aligned them into ethical customer management in pharmaceutical which contribute positive impact towards organization sustainability in Malaysia. The findings of this paper serves as a guideline to pharmaceutical customer service agents in Malaysia SSC. It emphasizes the importance of ethical customer management and its impact to organization sustainability.
