Yapay Zeka Hızlı Bakış & Çıkarımlar
AI InsightIn 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.
📌 3 Maddede Bu Makale
Abstract
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.