THE EFFECTS OF ETHICAL MARKETING ON JOB SATISFACTION, ORGANIZATIONAL COMMITMENT AND INTENTION TO QUIT OF MARKETERS IN FAST-FOOD INDUSTRY
This study aimed at understanding the effects of ethical marketing on job satisfaction, organizational commitment and intention to quit of marketers in the fast-food industry in Pakistan as the country has the eighth-largest fast-food industry in the world. The respondents of this study were both male and female marketers working in Karachi, Pakistan. A close-ended questionnaire was employed to gather the response from (n=391) marketers using purposive sampling. Through regression analysis using structural equation modeling, it was discovered that ethical marketing leads to higher job satisfaction and organizational commitment and lower intention to quit. The study has important implications from the managerial perspective. Organizations should pay close attention to the ethical practices of their marketing staff because unethical behavior is not only detrimental for concerned individuals’ job-related attitudes but also has long-term negative effects on organizational performance. This contribution is significant because most of the studies on this topic have either focused on employees in general, not particularly on marketers, or investigated industries other than the fast-food industry.