– This study aims to investigate the influence of ethical sales behaviour on relationship quality and its consequences in the context of telemarketing to identify the complex nature of relationship marketing.
– A survey with 312 qualified observations from financial institutions’ customers in Taiwan was conducted. A structural equation modelling approach was used.
– Ethical sales behaviour components, that is, avoiding overharvest, security, honesty, privacy and non-harassment, have significant effects on relationship quality. Satisfactory relationship quality has positive effects on relationship commitment and customer loyalty.
– This paper identifies ethical sales behaviour components, namely, avoiding overharvest, security, honesty, privacy and non-harassment, in the context of telemarketing and proposes that ethical sales behaviour is an important factor of maintaining high level of relationship quality.
