The Impact of Marketing Ethics on Customer Loyalty: A Conceptual Framework


Marketing Ethics; Customer Loyalty; Cellular Telecomunications Companies; Palestine.

How to Cite

M. Nassar, R. M. and Battour, M. (2020) “The Impact of Marketing Ethics on Customer Loyalty: A Conceptual Framework”, International Journal of Business Ethics and Governance, 3(2), pp. 1-11. doi: 10.51325/ijbeg.v3i2.76.


The purpose of this study is to develop a conceptual framework to identify the impact of marketing ethics on customer loyalty in Palestine. The study relies on two mobile phone companies: Jawwal and Ooredoo Palestine. It accounts for the Palestinian environment, which is characterized by political and economic instability, due to the Israeli occupation since 1948, the division of the homeland (the West Bank and the Gaza Strip), and the Israeli siege on the Gaza Strip. The study contributes to pinpoint the strengths and weaknesses of both companies and sheds light on their marketing and ethical behaviors. Findings show that customer satisfaction greatly affects marketing strategies and ethical behavior. The study concludes with important remarks. Palestinian companies are encouraged to develop their marketing plans and highlight surrounding ethical standards to address special characteristics of the Palestinian society. This will increase customer satisfaction, retention, and loyalty which will positively affect the company's profitability and performance.


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