Abstract
Salesforce ethical behaviour is very important for sales organizations as it has an impact on its various aspects such as profitability and image & reputation. As the competitiveness among the firms is increasing, they are trying to distinguish themselves with other firms by being more ethical in dealing with the customers. In such a scenario, it becomes necessary to understand the specific consequences of salesforce ethical behaviour. Therefore this study attempts to explore the consequences of ethical behaviour for salespeople as well as customers which ultimately affects sales organizations. Review of studies reveals that for customers, ethical behaviour has a positive impact on customer satisfaction, trust and commitment to the salesperson, and loyalty to the company. For salesperson, ethical behaviour has an impact on job satisfaction, performance and commitment to the organization. These consequences for salespeople and customers have a combined effect on the success and profitability of the sales organizations. Based on the finding, implications for the organization and directions for future research are stated.
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