Date of Award
Summer 2015
Document Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Marketing
Program/Concentration
Business Administration-Marketing
Committee Director
Anusorn Singhapakdi
Committee Member
Aaron Arndt
Committee Member
Lance Frazier
Abstract
This dissertation addresses how and what ethical expectations (prior to conducting business) affect customer trust of the salesperson. In order to do so, this dissertation achieves two things. First, a scale for measuring the consumer’s expectations of salesperson unethicality (CESU) is systematically developed and validated based on the existing ethics literature and previously developed scales. Second, the scale’s properties and potential application are examined through hypothesis testing regarding the effects of (1) word of mouth on brand equity and consumer’s expectations of unethicality, and the effects of (2) brand equity and consumer’s expectations of unethicality on trust of the salesperson. The result is a thoroughly validated scale that is useful to both researchers and managers in sales-oriented industries.
Such a scale can be used by sales-focused businesses to measure consumer expectations in order to help salespeople better understand the target market and allow managers to better focus ethics training efforts. The scale achieves this with an understanding of what the consumer expects from the salesperson, based on factors such as word of mouth and brand equity. Unlike other scales used to measure ethicality, potential unethical behaviors listed in the CESU scale are industry-specific.
Rights
In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
DOI
10.25777/qsce-3e67
ISBN
9781339109572
Recommended Citation
Mellon, Amiee.
"Measuring Consumer Expectations of Salesperson Unethicality: A Scale Development"
(2015). Doctor of Philosophy (PhD), Dissertation, Marketing, Old Dominion University, DOI: 10.25777/qsce-3e67
https://digitalcommons.odu.edu/marketing_etds/1
Included in
Applied Behavior Analysis Commons, Business Administration, Management, and Operations Commons, Marketing Commons