The Impact of Marketing Ethics on Customer Loyalty: A Conceptual Framework

Abstract

The purpose of this study is to develop a conceptual framework to identify the impact of marketing ethics on customer loyalty by reviewing the most relevant previous literature on this topic. Moreover, focus on the reality of marketing ethics in the two mobile phone companies operating in Palestine, namely Jawwal and Ooredoo Palestine, by focusing on the Palestinian environment, which is characterized by political and economic instability, due to the Israeli occupation of Palestine since 1948 as well as the Palestinian apart between the two parts of the homeland (the West Bank and the Gaza Strip) and the Israeli siege on the Gaza Strip. Hence, it is expected that this study will constitute a valuable reference for these two companies to develop their marketing and ethical behaviors. Accordingly, the impact of customer satisfaction on the marketing and ethical performance of these two companies and the services provided by them is investigated for the sake of developing their marketing plans and developing ethical standards compatible with the Palestinian society, and then increasing the company's profits that can be achieved through customer satisfaction with their services and gaining their loyalty.