Analyzing the Influence of Ethical Sales Behavior on Customers Loyalty through Customer Satisfaction and Trust in Insurance Company

Abstract

The purpose of this study is to analysis of a model for investigation the influences of ethical sales behavior on customer loyalty in insurance industry with a case study in Parsian Insurance Company in Iran. The theoretical topics collected by means of library and Internet and the data was obtained from questionnaire. To analyze the data, the structural equation modeling embedded in the AMOS software was applied. The results of analyzing data reveal that the presented model is an appropriate model for investigation the influence of ethical sales behavior on customer loyalty in insurance company. Results also show that the salesperson’s ethical behavior has an important influence on customer satisfaction from salesperson and their trust to the seller. Ethical behavior also has great impact on customer loyalty to the insurance; however this influence is not proven directly, it is mediated by customer satisfaction and trust to the salesperson.