ANALISA PENGARUH KUALITAS HUBUNGAN DAN LOYALITAS PELANGGAN DENGAN ETIKA PERILAKU PENJUALAN DI INDUSTRY KEUANGAN DI PEKANBARU (STUDI KASUS PADA SECTOR LEASING/PEMBIAYAAN MOBIL)

Abstract

Today the awareness of the ethical behavior getting higher in competitive
pressures, the implications of ethical conduct for leasing institutions have become an
important determinant of customer loyalty. The aim of this study was to develop a
conceptual framework to investigate the relationship between sales of ethical
behavior, relationship quality and customer loyalty. The proposed model is tested on
data collected from 70 people salesman from various leasing in Pekanbaru.
Structural equation modeling techniques are employed using SPSS V.17 to verify the
reliability and validity of the scale and to test the effect of. Results showed that
positive ethical behavior is influenced by the quality of relationships and costumer
loyalty on sales operation. The findings also show that customer confidence in
leasing has a positive effect on leasing customer commitment. Results of this study the
position of customer trust and customer commitment as the main mechanism through
which the beneficial effects of the ethical behavior of sales is realized. However,
research shows that the perception of ethical behavior has a huge impact on the
development and maintenance of customer relationships with leasing institutions. For
the leasing manager, who appreciate the importance of long-term relationships with
their customers, should minimize unethical sales behavior to reaches the environment
of intense competition.