THE RELATIONSHIP BETWEEN AGENTS’ ETHICAL BEHAVIOR AND CUSTOMERS ATTITUDE, SATISFACTION TRUST AND COMMITMENT

Abstract

The aim of this quantitative, cross-sectional, survey research was to determine the relationship between agents’ ethical behavior and customers’ attitude, satisfaction, trust and commitment. An online questionnaire was used to collect quantifiable data from bank customers in Jeddah, KSA, who were subscribed to the Takaful insurance plan. A total of 52 validly completed questionnaires were garnered and data analyzed using SPSS version 21 to address four objectives. The findings showed no statistically significant correlation between Takaful agents’ ethical behavior and customer attitude towards Takaful insurance companies (r=.240, p=.086). Similarly, no statistically significant relationship was found between Takaful agent’s ethical behavior and customer commitment towards Takaful insurance companies (r=.172, p=.224). However, a statistically significant positive correlation between Takaful agents’ ethical behavior and customer satisfaction with Takaful was established (r=.463, p=.001). Likewise, a comparatively stronger, statistically significant relationship was reported between Takaful agent’s ethical behavior and customer trust in Takaful insurance companies (r=.822, p=.000).