The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector

Gamze AKÇAY, (Bursa Uludağ Üniversitesi, Sosyal Bilimler Enstitüsü, Bursa, Türkiye)
Erkan ÖZDEMİR (Bursa Uludağ Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Bursa, Türkiye)
İşletme Araştırmaları Dergisi
6 2
Yıl: 2021 Cilt: 13 Sayı: 3 Sayfa Aralığı: 2396 - 2413 Metin Dili: İngilizce DOI: 10.20491/isarder.2021.1268 İndeks Tarihi: 12-12-2021

The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector

Öz:
Purpose - Although it is frequently emphasized in the literature that companies’ ethical violations areeffective in developing consumer cynicism, the effect of salespeople’s unethical behaviors onconsumer cynicism towards the service sector has not been investigated yet. Therefore, this study aimsto reveal the effect of unethical sales behaviors on consumer cynicism towards the service sector andwhether this effect differs according to demographic characteristics. Design/methodology/approach - The convenience sampling method was used in this study, and thedata were obtained from consumers who buy/consume services in Bursa province. Face-to-face surveywas used as data collection method. The data reached were analyzed by structural equation modeling(SEM). Findings - As a result of the study, it was found that unethical sales behaviors had a significant andpositive effect on consumer cynicism towards the service sector. It was also found that the effect ofunethical sales behaviors on consumer cynicism towards the service sector differed significantlyaccording to education level but did not differ significantly according to gender, marital status, age,and income. Accordingly, the effect of unethical sales behaviors on consumer cynicism towards theservice sector is higher for consumers with postgraduate education than consumers with undergraduate education. Discussion - This study contributes to the marketing literature by revealing that unethical salesbehaviors affect consumer cynicism towards the service sector and this effect differs according toeducation level. In addition, the results obtained in this study are thought to be beneficial for servicecompanies in terms of preventing consumer cynicism and reducing the harmful effects of cynicism.
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Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA AKÇAY G, Özdemir E (2021). The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. , 2396 - 2413. 10.20491/isarder.2021.1268
Chicago AKÇAY Gamze,Özdemir Erkan The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. (2021): 2396 - 2413. 10.20491/isarder.2021.1268
MLA AKÇAY Gamze,Özdemir Erkan The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. , 2021, ss.2396 - 2413. 10.20491/isarder.2021.1268
AMA AKÇAY G,Özdemir E The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. . 2021; 2396 - 2413. 10.20491/isarder.2021.1268
Vancouver AKÇAY G,Özdemir E The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. . 2021; 2396 - 2413. 10.20491/isarder.2021.1268
IEEE AKÇAY G,Özdemir E "The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector." , ss.2396 - 2413, 2021. 10.20491/isarder.2021.1268
ISNAD AKÇAY, Gamze - Özdemir, Erkan. "The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector". (2021), 2396-2413. https://doi.org/10.20491/isarder.2021.1268
APA AKÇAY G, Özdemir E (2021). The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. İşletme Araştırmaları Dergisi, 13(3), 2396 - 2413. 10.20491/isarder.2021.1268
Chicago AKÇAY Gamze,Özdemir Erkan The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. İşletme Araştırmaları Dergisi 13, no.3 (2021): 2396 - 2413. 10.20491/isarder.2021.1268
MLA AKÇAY Gamze,Özdemir Erkan The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. İşletme Araştırmaları Dergisi, vol.13, no.3, 2021, ss.2396 - 2413. 10.20491/isarder.2021.1268
AMA AKÇAY G,Özdemir E The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. İşletme Araştırmaları Dergisi. 2021; 13(3): 2396 - 2413. 10.20491/isarder.2021.1268
Vancouver AKÇAY G,Özdemir E The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector. İşletme Araştırmaları Dergisi. 2021; 13(3): 2396 - 2413. 10.20491/isarder.2021.1268
IEEE AKÇAY G,Özdemir E "The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector." İşletme Araştırmaları Dergisi, 13, ss.2396 - 2413, 2021. 10.20491/isarder.2021.1268
ISNAD AKÇAY, Gamze - Özdemir, Erkan. "The Effect of Unethical Sales Behaviors on Consumer Cynicism and the ModeratingRole of Demographic Characteristics: A Study on the Service Sector". İşletme Araştırmaları Dergisi 13/3 (2021), 2396-2413. https://doi.org/10.20491/isarder.2021.1268
Sayfa Oluşturulma Tarihi
23-04-2024 20:36

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