Integrating Core Marketing Ethical Values Into Relationship Marketing.

The field of relationship marketing has been established in the past 15 years. Although many theories and models have been developed, ethical aspects have been neglected in the existing relationship marketing research. Because ethical aspects of the supplier-customer relationship have rarely been discussed in mainstream marketing, we integrated the values of well-being, justice, freedom, and truth—collectively referred to as core marketing ethical values—into relationship marketing. Theoretical conceptions were validated in 39 in-depth interviews with students on their banking relationships. Respondents generally ascribed a high level of importance to person-oriented aspects that are related to the core marketing values. Value-based corporate behaviour in the relationship covered access to full service (well-being), transparent advice and complete information (truth), and the avoidance of excessive overdrafts (freedom) and unfair or deceptive pricing (justice). Moreover, students' personal relationship with their banks moderated their reactions to ethical scandals. However, the interviews also showed that banks do not succeed in effectively establishing caring relationships. [ABSTRACT FROM AUTHOR]