A Ten-Step Model for Solving Ethical Dilemmas

  •  Pierluigi Santosuosso    


This paper suggests a ten-step model for solving ethical dilemmas taking into account a wide spectrum of ethical values. The model has a prescriptive content that should help decision-makers to find a solution to ethical dilemmas according to the dictates suggested by moral obligation. For each step of the model, different types of simplification procedures are used in order to guide the decision-maker progressively toward a satisfactory solution. We begin with a discussion of the main characteristics that the model should possess. The paper then gives a detailed description of the single steps of the model. Lastly, a case study was analysed. elected using simple random sampling. The measuring instrument consists of 26 questions based on the SERVPERF model. A total of 200 complete and accurate questionnaires are returned. The relationships among the main constructs of the study are tested using correlational research design. The study concludes that customer satisfaction mediates the relationship between service quality and repurchase intention. It also concludes that SBBM can achieve high levels of service quality and repurchase intention by focusing and investing in the reliability, assurance and empathy factors of service quality. The results of this study are only applicable to the Australian residential market and may not be universally applicable, which is considered a limitation.

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