Role of Vendor Ethics and Creativity in the Relationship between Customer Orientation and Consumer Satisfaction in Sportswear

Document Type : Original Article

Authors

1 Assistant Professor, Department of Sport Science, Apadana Institute of Higher Education, Shiraz, Iran

2 Faculty Member of Amin Police Science University, Tehran, Iran

3 Assistant Professor of Sport Management, Department of Sports Science, Faculty of Education & Psychology, Shiraz University, Shiraz, Iran

10.34785/J017.2020.385

Abstract

The purpose of this study was the role of etiquette and sellers' creativity in the relationship between customer orientation and consumer clothing satisfaction. The research method is descriptive-correlation based on structural equations performed by researchers in the field. The statistical population was all consumers of sportswear in Tehran. A simple random sampling method is used. The measurement tool was Tesng Questionnaire (2018) with modifications by researchers. To evaluate the face validity, the questionnaire was provided to 10 professors of marketing management and sports marketing. Also, content validity was done by experts who after collecting and calculating the CVI for each item and finally by aggregating the average CVI above 79 / 0 was calculated. External evaluation of the model was confirmed by considering Cronbach's alpha coefficients, combined reliability and mean variance extracted in the study population. Findings showed that sellers 'creativity predicted 0.48 and sellers' etiquette predicted 0.32 of customer satisfaction. Customer orientation predicted 0.128 of changes in customer satisfaction. Also, sellers 'creativity in sales towards salesmen etiquette predicts and mediates the relationship between vendors' customer orientation and customer satisfaction with an indirect effect of 0.37. In general, it can be said that sellers should consider the discussion of etiquette as well as creative methods in sales in order to observe the principles of customer orientation and their satisfaction.

Keywords


Awwad, A., & Akroush, M. N. (2016). New product development performance success measures: an exploratory research. EuroMed Journal of Business.
Barari, M., &  Renjbarian, B. (2011). Ethics in Sales Ethics and its Impact on Quality of Customer Relationship with Organization (Case Study: One of the Men's Clothing Companies in Tehran). Journal of Ethics in Science and Technology, 6(4), 1-10.
Chen, M. F., & Mau, L. H. (2009). The impacts of ethical sales behaviour on customer loyalty in the life insurance industry. The Service Industries Journal, 29(1), 59-74.
 Deldadeh Mehraban, E., Deldadeh Mehraban, E., &  Ghamari, M. R. (2019). Investigating the Mediating Role of Customer Satisfaction in the Relationship between Seller Professional Ethics and Customer Commitment in Gorgan Sporting Goods Stores. 6th National Conference on Sport Science and Physical Education, Tehran. 1-12. (In Persian).
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hajizadeh, E., & Asghari, M. (2011). Statistical Methods and Analyzes with a Look at Biological and Health Sciences Research Methodology. First Edition. (In Persian).
Hamidian Pour, F., & Izadi ,H. (2018). Investigating the Impact of Consumer Perceptions on Online Retailing Ethics on Brand Equity (Case Study: Digital Goods Store). Journal of Business strategies Shahed University Twent, 25(11), 146- 163. (In Persian).
Hansen, J. D., & Riggle, R. J. (2009). Ethical salesperson behavior in sales relationships. Journal of Personal Selling & Sales Management, 29(2), 151-166.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited.
Kooli, K., Mansour, K. B., & Cornwell, V. (2016). Exploring CRM and SRM user satisfaction in B2B relationship management. Journal of Customer Behaviour, 15(1), 81-95.
Kottke, J. L., & Pelletier, K. L. (2013). Measuring and differentiating perceptions of supervisor and top leader ethics. Journal of Business Ethics, 113(3), 415-428.
Lam, A. Y., Cheung, R., & Lau, M. M. (2013). The influence of internet-based customer relationship management on customer loyalty. Contemporary management research, 9(4).
Mahmoud, MA., & Hinson, RE. (2012). Market orientation, innovation and corporate social responsibility practices in Ghana’s telecommunication sector. Social Responsibility Journal. 8(3), 327-346.
Mamat, M., Haron, M. S., & Razak, N. S. A. (2014). Personal interaction encounter, customer involvement, familiarity and customer service experience in Malaysian public universities. Procedia Soc. Behav. Sci, 130, 293-298.
 Mansouri, H., Modiri, M., &  Izadi, B. (2018). The Impact of Personal Sales Indicators on the Behavior of Young Consumers. Sport Management Studies, 10(49), 183-204. (In Persian).
Mir Ghafuri, H., Morovati Sharifafadi, A., & Taki, E. (2015). investigating Factors Affecting Customer Satisfaction Using Customer Relationship Management Approach Using Fuzzy Delphi Method and System Dynamics Model (Case Study: Isfahan Mobarak Steel Complex). Journal of Modern Marketing Research, 3(18), 199 -218. (In Persian).
Mohammadi, M., &  Sohrabi, T. (2017). Impact of Electronic Customer Relationship Management on Customer Satisfaction. Quarterly smart business management studies, 6(22), 107-128. (In Persian).
Nazari, R., Ghare, MA., &  Asadalahi, Sh. (2019). Presenting the Relationship Model between Managers' Creativity and Customer Relationship Management and Its Role on Customer Loyalty in Isfahan Sport Clubs. Applied Research of Sport Management, 7(4), 37-44. (In Persian).
Pezhman, R., &  Kazemi Mahiari, H. (2015). Providing and Analyzing a Model to Influence the Ethical Behavior of Sales on the Loyalty of Persian Insurance Customers in Shiraz. Journal of Marketing Management, 29, 21- 40. (In Persian).
Román, S., & Ruiz, S. (2005). Relationship outcomes of perceived ethical sales behavior: the customer's perspective. Journal of Business Research, 58(4), 439-445.
 Shadab, R. (2012). Effects of ethical sales behavior considered through transaction cost theory: To whom is the customer loyal?. Oman Chapter of Arabian Journal of Business and Management Review, 34(974), 1-8..
 Shool, A., &  Hakimi, I. (2018). Analysis of the relationship between ethical leadership and job stress: the mediating role of job satisfaction and customer-oriented. Journal of Ethics in Science and Technology, 13(2), 129- 139. (In Persian).
Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of marketing, 59(3), 63-74.
 Toutian esfahani, M., & Ansari, A. (2016). Measuring the Impact of Customer Orientation, Corporate Social Responsibility and Perceived Quality on Customer Satisfaction (Case Study: Pasargad Bank). Journal of Modern Marketing Research, 1(20), 179- 200. (In Persian).
Tseng, L. M. (2019). How customer orientation leads to customer satisfaction. International Journal of Bank Marketing.
Valenzuela, L. M., Mulki, J. P., & Jaramillo, J. F. (2010). Impact of customer orientation, inducements and ethics on loyalty to the firm: Customers’ perspective. Journal of Business Ethics, 93(2), 277-291.
Woods, J. A., Danes, S. M., & Uhalt, J. (2019). The impact of customer orientation and family decision-making style on family business performance. Journal of Enterprising Culture, 27(02), 147-176.