Modeling the Impact of Ethical Values on Empowering Postmodern Customers in the Banking Industry

Document Type : Original Article

Authors
Behrooz Ghasemi 1
Samira Gharib Garkani 2
Soheil Sarmad Saidy 1
1 PhD in business Management, Faculty Member of Central Tehran Branch, Islamic Azad University
2 PhD Student in business Management, Faculty Member of Central Tehran Branch, Islamic Azad University
Abstract
Postmodernist philosophy with a rethinking of human nature and consumption, believes that the goal of the consumer is to create new experiences and meanings in life. So the banking industry, must have a particular focus on trading ethics. The purpose of the present study is to extract the main indicators of banking ethical values and the individual and situational factors of customers, the impact of the ethics values on empowering postmodern customers is designed to be modeled.The present study is a combination of qualitative and quantitative approaches to design a postmodern customer empowerment model.
In the qualitative part of the research, some experts in banking and in the quantitative part, customers of Tehran Mellat Bank branches was used as statistical population. Data analysis method was used in qualitative and quantitative part to test the model was done by SPSS, Lisrel and Smart PLS statistical software. The results of the model test show that the direct effect and relationship between the variables of ethical values (social responsiveness, enlightenment, reliability, adaptability, occupational health, shared interests, fairness, quality of communication and work discipline) on postmodern organizations differentiation At the level (P ‹0.01) it was calculated as 0.883 and the direct effect and relationship between The distinctiveness of the postmodern organizations and the postmodern customer empowerment At the level (P ‹0.01) was calculated as 0.552 which is positive and significant. Thus, 95% confidence can be said that the differentiation of postmodern organizations has a direct and significant impact on the empowerment of postmodern customers.
Keywords
Ethical values
Differentiation of organizations
Customer empowerment
Postmodernist
  1. خویه، علی (1386)، بازاریابی پست مدرن تبلیغات پست مدرن فروش پست مدرن ارتباطات پست مدرن، ماهنامه تدبیر، شماره ۱۸۸
  1. رحمان سرشت (1389)، تئوری‌های مدیریت از تجدد گرایی تا پساتجدد گرایی، جلد اول و دوم
  1. طاهرپور، فاطمه، (1387)، رجایی پور، سعید، فرانوگرایی در مدیریت، نشریه تدبیر شماره 200
  2. فرهنگی ، علی اکبر؛ خانلری، امیر (1387)، پست مدرنیسم و بازاریابی مصرف کننده در هزاره جدید، نشریه مدیریت بازرگانی، 104-87
  3. فرهنگی، علی اکبر، (1387)، پست مدرنیسم و بازاریابی مصرف کننده در هزاره جدید، نشریه مدیریت بازرگانی، دوره یکم
  1. قاسمی، بهروز، مدیریت رفتار سازمانی، 1390 ، چاپ دوم، تهران، انتشارات سپاهان.
  1. کارخانه ای، بهرام، (1391)، درامدی بر بازاریابی مدرن و پست مدرن، ماهنامه روابط عمومی،66-64
  2. یوسفی نیا، مرتضی، (1389)، بازاریابی به زبان پست مدرن، تدبیر شماره 215
  3. Agarwal, Gautam, (2013), The impact of corporate social responsibility on consumer behavior,
  4. Andersen, Laura Mørch, 2008, Information Provision to Consumers as an Instrument of Environmental Regulation, PhD Thesis
  5. Berner,A., Tonder, C.V., 2003,The postmodern consumer 
  6. Blaiech, Rabeb, (2013), Postmodern marketing: towards a convergence between the individualistic approach and the tribal approach, institute of inter disciplinary business research.
  7. Bouagina,Dhouha,(2014), From Postmodernism to postmodern consumer. The implact on the consumption theory, lumen publishing house.
  8. Brinkmann, Johannes, (2002), Looking at consumer behavior in a moral perspective, paper presented at the 9 international conference promoting business ethics, Niagara university.
  9. Carrigan, M., Szmigin, I., & Wright, J. (2004). Shopping for a better world? An interpretative study of the potential for ethical consumption within the older market. Journal of Consumer Marketing, 21(6), 401-417
  10. Carrigan,Marylyn,(2001), The myth of the ethical consumer – do ethics matter in purchase behavior? Jornal of consumer marketing, vol.18 No.72001 pp.560-577
  11. Childress,John R.(2014), The Challenge of Managine Ethical Behaviour in Banking,FSA Chairman
  12. Chitakornkijsil, P. (2012). Moral Meaning in Green Marketing and socially
  13. Chowdhury, maruf Hossan, (2011), Ethical issues as competitive advantage for bank management, New York University At 02:28 16
  14. Delafrooz,Narges,(2014), Effect of Green Marketing on Consumer Purchase Behavior, Online.
  15. Devinney, T., Auger, P., Eckhardt, G., & Birtchnell, T. (2006). The other CSR. Stanford Social Innovation Review, 4(3), 30-37
  16. Firat, A. F. & Dholakia, N. (2010). “Theoretical and philosophical implications of postmodern debates: Some challenges to modern marketing”. SAGE publications.
  17. Firat,Fuat. Sherry, John, (1994), Postmodernism, marketing and consumer, intern.J. of research in marketing 11 (1994)311-316.
  18. Goneos, Amaleya. (2011), Marketing to young adults in the context of a postmodern society, university of Pretoria.
  19. Goyal,K.A, (2011) A Study of Social and Ethical Issues in Banking Industry,Eco Res,2(5), 49
  20. Graduate school, university of milan.
  21. Goulding, C. (2003), "Issues in representing the postmodern consumer", Qualitative Market Research, Vol. 6 No. 3, pp. 152-159
  22. Jokinen,Henri, (2011),Consumer Perceptions and Behaviour in Respect to Ethical, Social, and Environment Matters,Department of management and International Business Aalto University,School of Economics
  23. Kuada, john, (2014),Ethics and Manipulative Marketing, department of business and management, Aalborg university.
  24. Marin, L., & Ruiz, S. (2007). “I need you too!” Corporate identity attractiveness for consumers and role of social responsibility. Journal of Business Ethics, 71(1), 245-260
  25. Mesiniemi,Maarit, (2011), Ethics and consumer behavior in clothing industry, international business school.
  26. Nielsen, Bjarne (2010), postmodern consumer interaction to co construct value, Aarhus school of business.
  27. Pariliti,Nurettin, (2014), Ethical Issues in Marketing: an Application for Understanding Ethical Decision Making, Mrmara University,s.245-298
  28. Responsible Marketing. International Journal of Organizational Innovation [online],
  29. Seppanen,Emmi, (2013), The effect of business ethics on buying behavior, international business and logistics.
  30. Shaw, W. H. & Barry, V. (2010), Moral Issues in Business, 11th ed, Wadsworth, Bel-mont.
  31. Svensson, Karolina, (2012), Insights about the Swedish ethical consumer, international business and economics program.
  32. Solaiman Z, Colmer TD, Loss SP, Thomson BD, Siddique KHM. 2007. Growth responses of cool-season grain legumes to transient waterlogging. Australian Journal of Agricultural Research 58:406–412. 10.1071/AR06330
  33. Torres,Max, (1998), Ethical decision making models, university of Navarra.
  34. Tustin D.H, (2008), Ethical Consumerism as a Key Consideration for Future Brand Strategy Development in South Africa, Business Review Volume 12
  35. Urzua, Lisbeth, (2014), Green Marketing & Ethical Consumerism,Business administration masters thesis 15 ECTS.
  36. Velasquez, M. G. (2011), Business Ethics Concepts and Cases, 7th ed, Pearson, Santa Clara University.

 

Journal of Management Accounting and Auditing Knowledge
Volume 9, Issue 33
Spring 2020
Pages 285-295