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Long‐Term Oriented Marketing Relationships and Ethical Conduct in Outsourcing Sector
Author(s) -
Ndubisi Nelson Oly,
Malhotra Naresh K.,
Capel Celine Marie,
Agarwal James,
Satkunasingam Elsa,
Ndubisi Gibson C.,
Patil Ashutosh
Publication year - 2016
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20881
Subject(s) - outsourcing , context (archaeology) , marketing , business , service provider , relationship marketing , mediation , perspective (graphical) , quality (philosophy) , service (business) , principal (computer security) , public relations , structural equation modeling , service quality , term (time) , psychology , sociology , marketing management , political science , computer science , paleontology , social science , philosophy , physics , epistemology , quantum mechanics , artificial intelligence , machine learning , biology , operating system
The study evaluates the positive effect of long‐term oriented marketing relationship on ethical conduct from the perspective of the service provider (i.e., the agent‐firm), by integrating the relevant literature from relationship marketing, ethics, and long‐term orientation domains. The paper proposes that service providers that build relationship quality with their clients will display increased ethical conduct toward them. Specifically, the study examines the positive influence of the dimensions of relationship quality (that are relevant to the offshoring services context) that the service provider firm's employees undertake and their impact on ethical conduct. Overall, the results indicate that the commitment‐only full mediation model of relationship marketing variables on ethical conduct is a better representation than both direct‐effects model and other competing mediating models examined in this study. Fundamentally, it means that customer service officers should incorporate long‐term orientation and commitment in their principal–agent relationships that will provide the impetus for undertaking ethical behavior. The article concludes with a discussion and implications of the findings.