The Effectiveness of Sustainable Indexes Commitment and Trust on Customers’ Purchase Decision in Professional Ethics (Iran Khodro Co. in Alborz Province, Iran)

Abstract

Managers and agents working at public sectors need a set of ethical criteria and guidelines in addition to legal criteria which can help them in decision making a, in a world having the characteristics of the third millennium which is saturated in products and experiences so many changes with nonlinear and increasing speed, the only way for the organizations to persist in such intense competition is to gain customer satisfaction. Following social evolutions resulting from high complexity in dividing the social work, professional organizations have played a significant role in setting ethical rules. Social associations lead to emotional attachments and these attachments are effective in ethics. Professional ethics is derived from organizational ethics. Professional ethics are those principles that govern both organizational and managerial functions. Today with broad advancements in management, ethics and human features seem inevitable for managers. Ignoring ethics in interacting with stakeholders causes problems for the organizations and it influences profitability, success and effectiveness of the organization and it questions the legitimacy of the organization. A weak organizational behavior affects the individuals’ attitude towards job, management and organization on the whole and it may change the individual and social performance in an organization. As mentioned above, this study seeks to investigate the effect of professional ethics through commitment and trust in customers’ purchase decision. The population includes 23 authorized representatives of Iran Khodro Co. in Alborz Province and the sample consisting of 384 subjects was selected based on Morgan table and also random cluster sampling and a tool for collecting data is a standardized questionnaire about professional ethics. This questionnaire contains 19 items and of these, 8 questions are about professional ethics in salesmanship, 4 items are related to trust, 4 items are for commitment and 3 ones are about a decision to purchase and fidelity. To design the questionnaire, for commitment and trust variables, questionnaires designed by Dubisi (Elgase, 1991) including commitment and trust were used and for purchase decision variable, a questionnaire designed by Dubisi (Elgase, Rosemary 1991) was used and Roman and Roise model, 2005, and also Chen and Mao model were used for professional ethics in salesmanship. After collecting the data, we analyzed them by SPSS. Then, we observed that there was a positive relationship between professional ethics and customers’ trust and also employees’ commitment in the process of decision making to purchase and more profitability in the organization (Iran Khodro Co.)