EFFECT OF ETHICAL SALES BBHAVIOIJJR ON CUSTOMER LOYALTY WITH MEDIATING ROLE OF CUSTOMER SATISFACTIOI{ AND TRUST IN INSURANCE COMPANIES

Abstract

Ethical sales behavior has been shown to have a positive impact on customer loyalty, but the mediating role of customer satisfaction and trust has not been fully explored. This study fills this gap by examining the relationships between ethyl sales behavior. customer satisfaction, host, and customer loyalty in the selected insurance company customers. The stripy mainly focused investigating the effect of icterical sales heavier on customer loyalty. Other objectives of this study are to examine the relationship between ethical sales behavior. customer trust, customer satisfaction and customer loyalty and to investigate whether customer satisfaction and customer trust mediate the relationship between ethical sales behavior and. customer loyalty. A structured questionnaire was used to gather the data from 197 respondents and it mead. soured the ethical sales behavior, customer satisfaction. trust, and customer loyalty. Tiller data urus analyzed using SPSS 25.0 storage. The fording of this sflrdy suggest that ethical sales behavior has appositives impact on costumer satisfaction and trust. customer safisfacticn and trust, in tuner, have a positive impiety on customer loyalty. The marinating rale of customer satisfactions and hut was significant. The findings of this study have implications far insurances companies. Companies that want to increase customer loyalty should focus on promoting ethical sales behavior among their salespeople. This corm be done by providing training an ethisal sales behavior, rewarding salespeople for ethical behaviors. and creating a cultnre of ethical behavior within the company. This study provides valuable insights into the relationships between ethical says behavior. customer satisfaction, tallit, and customer loyalty. The findings of this study can help insurance compares to improve customer loyalty by pronroting ethical sales Treavor among their salespeople.