The influence of sellers' ethical behaviour on customer's loyalty, satisfaction and trust

Purpose - This study aims to examine the relationship between sellers' ethical behaviour and customer loyalty. The mediating effect of trust and satisfaction in the relationship between ethical behaviour and loyalty was also assessed in the sportswear industry. Design/methodology/approach - Data were collected from 265 consumers. Ten hypotheses were developed and tested by applying structural equation modelling. Findings - There is a significant influence between sellers' ethical behaviour and consumers' loyalty. Also, satisfaction and trust mediate the relationship between sellers' ethical behaviour and consumers' loyalty. Trust is also found as the most proximal antecedent to customer loyalty. Originality/value - This study empirically justifies the relationship between sellers' ethical behaviour towards customer satisfaction and trust. This study also provides insight into the relationships between customer satisfaction, trust and loyalty in an integrated model.