The Effects Of Ethical Sales Behavior And Relationship Quality On Customer Loyalty Of The Banks In Malaysia

Su, Sheeryn Yii Huan (2017) The Effects Of Ethical Sales Behavior And Relationship Quality On Customer Loyalty Of The Banks In Malaysia. [Final Year Project Report] (Unpublished)

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Abstract

Customer loyalty is very important in the banking industry nowadays. Ethical sales behavior and relationship quality (customer trust and customer commitment) are the important factors affecting customer loyalty of the banks in Malaysia, specifically in Sandakan, Sabah. Most of the banks faced the challenges of retaining the customers and the increasing number of competitors. The purpose of this study is to determine the effect of ethical sales behavior and relationship quality (customer trust and customer commitment) on customer loyalty. The method used in this study is the Partial Least Square structural equation modeling (PLS-SEM). The PLS-SEM is tested using the SmartPLS version 3 software. Ethical sales behavior was resulted to have direct effect on customer trust and customer commitment, but has indirect effect on customer loyalty. Besides that, customer trust and customer commitment were found out to have direct effect on customer loyalty. Customer trust also found out to have direct effect on customer commitment. Hence, banks in Sandakan, Sabah should focus on improving the ethical sales behavior of the salesperson in order to build strong relationship with the customers and indirectly increasing the number of loyal customer. The banks in Sandakan, Sabah are recommended to focus on training their salespersons on sales behavior who deal with customers.

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