||In general situation, the consumers trust in what the salespersons told them and expect to receive the products exactly the same as what the salespersons promise to them. However, more and more controversies and commercial disputes arise between customers and salespersons because of the salesperson’s unethical behavior. The customers are easily to be cheated or mystified especially when they are lack of professional knowledge about the products. On the other hand, if the customers think their salespersons have a positive ethical sales behavior, they would tend to trust in the salespersons as well as the company. Hence, the customer’s trust consists of trust in the salespersons and trust in the company, and these two trusts would lead to customer loyalty. However, everyone has his/her own evaluation about the humanity, and the former researches suggest an individual’s generalized tendency to trust is considered to be an important variable in the development of trusting relationships. Therefore, this study tries to examine the moderating impact of general trust on the relationship between salesperson’s ethical sales behavior and customer loyalty.
Former research indicates that the life insurance industry is always facing a highly troubled ethical environment. Hence, the research subjects are the customers of the largest insurance company, Cathay Life Insurance Co., Ltd, in Taiwan. Based on the market share in each geography 11 regions distributed in Taiwan defined by Cathay Life Insurance Company, questionnaires are provided to the customers in these regions by stratified sampling. Sending 100 questionnaires in each region, and the total number of delivered questionnaires is 1,100. There is a total of 215 valid questionnaires and the valid response rate is 19.55%. Then, this study uses AMOS 6.0 statistical software to do the structural equation model analysis.
The results of this study indicate that: (1) ethical sales behavior positively affects customer trust in the salesperson and the company, and these two trusts also positively affect customer loyalty; (2) ethical sales behavior doesn’t significantly affect customer loyalty; (3) general trust moderates the customer trust in the company derived from salesperson’s ethical sales behavior and also moderates the customer loyalty derived from the customer trust in the salesperson. According to the above-mentioned results, the company establishes a trust worthy feeling and emphasizes the morality and disciplines on the salesperson’s behavior could be a good way to improve the customer loyalty.