عنوان مقاله [English]
نویسندگان [English]چکیده [English]
This paper examines the relationship between ethical sales behavior and customer trust and loyalty in life insurance of an insurance company. In life insurance marketing, there is a kind of reciprocal relationship between salespersons and customers as a special type of marketing, and therefore salespersons or policyholders can affect the outcome. Salespersons are the primary link between insurance companies and customers. Thus, they have a significant effect on customers' perception of organization's reliability and value of services and eventually customers' maintaining their relationship with the organization. Our sample consists of 384 life insurance policyholders of an insurance company in Tehran. Partial least squares approach (PLS) is used for data analysis and hypotheses tests. The results indicated that ethical sales behavior has direct effect on customer loyalty and customer trust. Customer satisfaction and customer trust has direct effect on customer loyalty. Also, ethical sales behavior doesn't have any direct effect on customer loyalty, but it has a positive meaningful effect through the mediator variables, i.e. customer satisfaction and customer trust.