THE IMPACT OF MARKETING ETHICS ON IMPROVING PERCEIVED SERVICE QUALITY AND MAXIMIZING COMPANY VALUE (AN APPLIED STUDY ON A SAMPLE OF BANKS LISTED ON THE IRAQ STOCK EXCHANGE)
Keywords:
commercial, service, value, pointAbstract
The research aims to demonstrate the impact relationship between marketing ethics and each of the perceived quality of service and the value of the company, by determining the role that these ethics can play in maintaining existing customers and gaining new customers in a manner that is commensurate with the developments and changes that accompanied the contemporary business environment that came quickly. And successively, the research was applied in a sample of Iraqi commercial banks listed in the Iraqi stock market during the year 2021. A questionnaire was designed in order to show the effect relationship between the research variables through the use of a set of appropriate statistical methods. Which is consistent with their expectations towards the service provided, as well as maximizing the value of the company from the point of view of both management and customers.
References
Akroush, M. & Mahadin, B. (2019), "A variable approach to Customer Satisfaction and Loyalty in the internet service market", Internet Research, Vol.29 No.4, PP. 772-798.
Al-Bakri, Tamer Yasser (2005), Marketing Health Services, Dar Al-Yazuri Al-Alami for Publishing and Distribution, Amman, Jordan, Arabic Edition.
Al-Hindawi, Nass Abdel-Karim, Hassouna Abdel-Basit Ibrahim, and Saeed Sultan Muhammad (2010), “Assessing the relationship between companies’ adoption of marketing ethics and the effectiveness of their commercials,” Baghdad College Journal of Economic Sciences, Issue 25.
Al-Tarawneh, Khaled Atallah and Abu Jalil, Muhammad Mansour (2013), “The Impact of Business Ethics and Social Responsibility in Achieving Competitive Advantage”, The Second International Conference of the College of Business Administration under the title “Administrative and Economic Opportunities in the Regulatory Business Environment”, Mutah University, Jordan From the 23rd to the 25th of April.
Bush, V., Harris, S., &Bush, A. (1997), "Establishing ethical boundaries for service providers: a narrative approach", the Journal of Services Marketing, Vol.11 No.4, PP. 265-277.
Hoang, D. (2019), "The Central role of Customer dialogue and Trust in gaining bank Loyalty: an extended Swiss model", International Journal of Bank Marketing, 37(13), PP. 711-729.
Hoffman, K. Douglas, Bateson, John. E.G (2011), Services Marketing, Concepts, Strategies & Cases, South- Western, Engage Learning, U.S.A.
Jones, T. and Taylor, S.F. (2007), "The Conceptual domain of service Loyalty: how many dimensions?", Journal of Services Marketing, Vol.21 No.1, PP. 36-51.
Kartika, T., Firdausi, A. & Nair, M. (2019), "Contrasting The drivers of Customer Loyalty: Financing and depositor Customer, Single and dual Customer, in Indonesian Islamic bank", Journal of Islamic Marketing, IssN: 759-833.
Ladhari, R. & Leclerc, A. (2013), "Building Loyalty with online Financial Services Customers: is there amender difference?", Journal of Retailing, Vol.20 No.6, PP. 650-569.
Pride, Williams & Ferrell, O.C. (2016), Marketing by South Western Engage, The United States of America.
Reng, Leong Yow & Yang, Qing (2006), "Impact of Relationship Marketing Tactics (RMTS) on Switchers and Stayers in a competitive service Industry", Journal of Marketing Management, Vol.22, PP. 25-59.
Ryu, K. and Han, H. (2011), "New of repeat customers: how does physical environment influence their restaurant experience?", Journal of Hospitality Management, 30(3), PP. 599-611.
Safari, N., Safari, F., Olsen, K. & Shimmer, F. (2015), "Evaluating Electronic Customer Relationship Management Performance", journal of Australasian Conference on Information Systems, P. 1-12.
Saifullah Malik (2012), " Customer Satisfaction, Perceived Service quality and mediating Role of Perceived Value, International Journal of Marketing Studies, 4(1), PP. 68-76.
Solimun, A. R. (2018), "The Mediation effect of Customer satisfaction in the relationship between service quality, and marketing mix strategy to customer Loyalty", Journal of Management Development, 37(1), PP. 76- 78.
Stephen Taub, (2005), Islamic Branding and Marketing Creating A global Islamic Business. Journal of Marketing, Vol.60 No.2
Tegambwage (2017), "The Relative importance of Service quality dimensions", International Research Journal of Disciplinary and Multidisciplinary Studies, Vol.3, Issue:1.
Vincent, L., (2012), Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty, New York, NY, P.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
