*Assistant Professor, Department of Management, Islamic Azad University, Sanandaj Branch, Sanandaj, Iran
Office of the Dean, Faculty of Humanities, Saadi Town, Sanandaj, IranDepartment of Business Administration, Faculty of Humanities, Saadi Town, Sanandaj, Ira
Marketing effect is an effective factor on customer's loyalty. Marketing ethic affects customer's perception and it can increase customer's loyalty by creating values which are pleasant to the customers. The current study aims to find out the relationship between marketing ethic and customer's loyalty in private insurance companies in Sanandaj province. To gather the related data to customer's loyalty and marketing ethic we used questionnaire, we also did the sampling by simple random method with appropriate allocation. To answer the questionnaires 391 customer of private insurance companies took part in the research. Gathered data were analyzed by ANOVA and Lisrel software. The results show that there is meaningful relationship between marketing ethic and customer's loyalty. Also there is positive and meaningful relationship between customer support, honesty, respectful behavior, fair behavior, avoiding cliché, supporting non-profit organizations and customer's loyalty.
Customer's loyalty, Fair behavior, Insurance, Marketing ethic, Respectful behavior
