الالتزام بأخلاقيات التسويق ودوره في تحسين صورة المؤسسة الخدمية

Abstract

This study aims at showing the role of commitment to the marketing ethics by the service companies in enhancing their image through a survey with the customers of the Algerian National Bank BNA. We chose a simple sample of 555 customers from 07 agencies of the bank in 07 Wilayas that are (Khenchela, Constantine, Biskra, Medea, Chlef, Oran, and Ain Temouchent). We used the questionnaire for data collection. It is made up of 39 statements to be answered with Lickert’s five points scale. The questionnaire is divided into 03 axes. The 1st is about the general characteristics of the sample of the study, the 2nd is about measuring the variable of the bank’s commitment to the marketing ethics with its 06 dimensions inspired from the code of the marketing ethics of the American Association of Marketing (truth, justice, respect, responsibility, and citizenship), while the 3rd is about measuring the dependent variable that is the image of the bank through its cognitive, emotional, and behaviorist dimensions. Findings show a statistically significant effect for the commitment of BNA to the marketing ethics on its image. The value of respect ranked first concerning the effect on the image of the bank followed by the values of citizenship, justice, responsibility, and truth. As for the value of transparency, it has no effect. In addition, we found statistically significant effects for the effect of the commitment of the bank to the marketing ethics on the enhancement of the image attributed to the personal variables (gender, educational level, and profession). As for the variables of age and duration of dealing with the bank, there are no statistically significant differences. The study recommends that it is necessary to set and adopt a code for the marketing ethics at the level of the bank and to incite the employees to commit to them to better enhance the image of the bank.