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

Meryem El Alaoui Amine, Abdellatif Chakor, Anass Mdaghri Alaoui


Ethics occupies predominant place in the management of the company, view it role in the development of ethical behavior of employees. The establishment of an ethical climate within the company is considered an intangible resource that has positive effects on growth of performance. In this framework, 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 tools of relationship marketing. The main results of this work is that relationship marketing acts internally in the enterprise through internal marketing, and ethics indirectly affects corporate performance across four dimensions of relationship marketing (internal marketing): communication, organizational trust, job satisfaction and organizational commitment. These constitute mediating variables between ethics and performance. Our goal is to establish a conceptual model representing the different relationships.

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International Business Research  ISSN 1913-9004 (Print), ISSN 1913-9012 (Online)

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