A Study on the Ethical Marketing Role in the Behavior of Banking Services Customers

Abstract

Marketing has always been accused of lying, fraud, invasion of privacy, environmental pollutions, promoting consumerism, and disregarding vulnerable groups in society; while it has been formed with the aim of helping countries economy and providing consumer demands. So the present paper seeks to study the effect of ethical marketing on the behavior of banking services customers. Ethical marketing was measured in three dimensions, i.e. descriptive, normative, and analytic ethical marketing, and customer behavior was measured in two satisfaction and loyalty dimensions. The survey research method was applied in this paper. To achieve the research objectives, a researcher- made questionnaire was distributed among 360 customers of Mellat Bank in Tehran. Simple random sampling method was used. The results revealed that there is a significant relation among all three ethical marketing dimensions and two customer behavior dimensions and all research hypotheses were approved