Ethics, Relationship Marketing and Corporate Performance: Theoretical Analysis through the Mediating Variables

Abstract

Ethics occupies predominant place in the management of the company, view it roie in the deveiopment of ethica] behavior of empioyees. The estab]ishment of an ethica] c]imate within the company is considered an intangibie resource that has positive effects on growth of performance. In this fi-amework, and from an analysis of existing literature, we will try to determine the impact of an ethical approach oriented employee on corporate performance based on the too]s of re]ationship marketing. The main resuits of this work is that relationship marketing acts intemaily in the enterprise through intema] marketing, and ethics indirectiy affects corporate performance across four dimensions of reiationship marketing (intema] marketing): communication, organizationa] trust, job satisfaction and organizationa] commitment. These constitute mediating variables between ethics and performance. Our goa] is to establish a conceptúa] mode] representing the different reiationships.