Effect of Salesperson Professional Ethics in Stable Relationship between Customer and Organization (Atlas Copco Company as a Case Study)

Salespersons of companies undertake the major responsibility for company’s sales and profitability. As a result, they are under pressure to promote their performance which, in some cases, causes to resort to some improper and unethical methods for more sales. Also customer’s tendency to maintain or stop the relation with company will be formed depending on how the salespersons interact with customers. Thus present study has studied the effect of professional ethics of Salespersons on relationship between organization and customers. This is a descriptive survey study. The research population was 163 customers of Atlas Copco Company. After data collection, the data were analyzed through structural equations modeling and Lisrel software. The results indicated that Salespersons’ ethics had a positive significant effect on customer trust, commitment and loyalty. Furthermore, it was revealed that trust and commitment had a positive significant effect on customer loyalty. Also fitting indicators suggest that data have been fitted well with the model.