Personal Ethical Values and Corporate Ethical Values in Marketing of Services: Does Congruence Matter?

Different from managerial ethical decision-making, limited research examine the formation of consumer perceptions regarding incompatible ethical behavior of the service provider and its impact on the level of satisfaction with the service. This paper proposes that similar to corporate ethical identity (CEI), consumers also have an ethical mapping that guides them in their assessment of service providers’ behaviors. Building on image theory, our model examines the effects of consumer’s ethical identity on perceived organizational ethical practices and its effects on satisfaction. This paper suggests that service providers need to pay attention to consumers’ ethical judgments as this leads to satisfaction.


Sarah Mady and Mahesh Gopinath (2009) ,"Personal Ethical Values and Corporate Ethical Values in Marketing of Services: Does Congruence Matter?", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 374-375.


Sarah Mady, Old Dominion University, USA
Mahesh Gopinath, Old Dominion University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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