MARKETING ETHICS AND CUSTOMER LOYALTY: THE SERIAL MEDIATING ROLE OF RELATIONSHIP QUALITY AND THE MODERATING ROLE OF VOLUNTARY SIMPLICITY

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dc.contributor.authorSezer, Abdulaziz
dc.contributor.authorBaydas, Abdulvahap
dc.date.accessioned2025-10-11T20:47:36Z
dc.date.available2025-10-11T20:47:36Z
dc.date.issued2024
dc.departmentDüzce Üniversitesien_US
dc.description.abstractAlthough there has been considerable theoretical support outlining a relationship between marketing ethics and customer loyalty, there is limited empirical evidence validating this relationship. This study examines the relationships among perceptions of marketing ethics and customer loyalty in a sample of Turkish consumers. The results demonstrate that marketing ethics is negatively related to customer loyalty. Furthermore, this research investigates the processes through which marketing ethics affects customer loyalty. The relationship between marketing ethics and customer loyalty is sequentially mediated by customer satisfaction and customer trust. On the other hand, this research also investigates whether voluntary simplicity has a moderating role in the impact of marketing ethics on customer satisfaction and customer trust. The results demonstrate that the relationship between marketing ethics and customer satisfaction is moderated by self-sufficiency and intangible life which are sub-dimensions of voluntary simplicity; however, there is no moderating role of planned shopping and simplicity in product which are the other sub-dimensions of voluntary simplicity.en_US
dc.identifier.doi10.7906/indecs.22.5.3
dc.identifier.endpage585en_US
dc.identifier.issn1334-4684
dc.identifier.issn1334-4676
dc.identifier.issue5en_US
dc.identifier.startpage548en_US
dc.identifier.urihttps://doi.org/10.7906/indecs.22.5.3
dc.identifier.urihttps://hdl.handle.net/20.500.12684/21448
dc.identifier.volume22en_US
dc.identifier.wosWOS:001411467800003en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherCroatian Interdisciplinary Socen_US
dc.relation.ispartofInterdisciplinary Description of Complex Systemsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.snmzKA_WOS_20250911
dc.subjectmarketing ethicsen_US
dc.subjectcustomer loyaltyen_US
dc.subjectcustomer trusten_US
dc.subjectcustomer satisfactionen_US
dc.subjectvoluntary simplicityen_US
dc.titleMARKETING ETHICS AND CUSTOMER LOYALTY: THE SERIAL MEDIATING ROLE OF RELATIONSHIP QUALITY AND THE MODERATING ROLE OF VOLUNTARY SIMPLICITYen_US
dc.typeArticleen_US

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