The influence of customer perceived ethicality on customer loyalty and trust

Abstract

The concern for business ethics is of no doubt under huge attention today. The ethical reputation in banking sector is believed to play a crucial role and might build customer trust in financial partner as well as strengthen identification and commitment for the company. Is there a clear answer how ‘ethical’ is perceived by customers? Do customers trust ethical companies more? Do customers tend to be more loyal to ethical companies? The goal of the paper is to analyze factors which constitute company ethicality for customers and to examine the influence of perceived ethicality on customer loyalty and trust with the bank.