The Effect of Sales Force Ethics on Organizational Identity: The Mediating Role of Organizational Happiness and Empathy

The discussion of the ethical climate of the sales force is the basis of empathy and happiness of sales staff and a central factor in determining their identity. Therefore, the main purpose of this study is the effect of sales force ethics on their organizational identity by considering the mediating role of organizational happiness and empathy.

This study is applied in terms of purpose, descriptive-survey method in terms of data and library-field in terms of data collection. The statistical population includes private insurance companies of East Azerbaijan province with a total sales force of 245 people. Due to the low number of people in the statistical population, sampling was not performed. The data collection tool is an electronic questionnaire. Validity of questionnaires based on construct validity, diagnostic, divergent and convergent and its reliability with Cronbachchr('39')s alpha coefficient. The research hypotheses were tested with Smart PLS software.

The findings showed that the ethical climate of sales force has a significant positive effect on organizational happiness, empathy and organizational identity. Organizational happiness mediates the relationship between the ethical climate of the sales force and organizational identity. Empathy also plays a mediating role in the relationship between the ethical climate of the sales force and organizational identity.

The ethical climate of the sales force also directly affects the organizational identity of sellers by promoting empathy and organizational happiness. Therefore, company managers need plans to improve the ethical climate of the sales force.