Ethics of Marketing Commitment by Yemeni Industrial Companies and Its Effect on Customer Satisfaction and Customer Loyalty:Case Study on the Yemeni Company for Ghee and Soap Industry (YCGSI)

Abstract

This study aims at evaluating the extent of compliance with ethics of marketing issues that are related with the company's marketing mix (product, pricing, distribution and promotion) by the Yemeni Company for Ghee and Soap Industry (YCGSI), from the perspective of its customers, in addition to testing the causal model to examine the relationship between the degree of the company's commitment to ethics and the degree of customer loyalty, by involving the customer satisfaction variable as the mediator variable. The research sample included (446) individuals from among the company's customers. Preliminary research data was collected through a questionnaire. To achieve the objectives of the study, the researcher used the appropriate statistical tools. Results showed that (YCGSI) is moderately committed to marketing ethics from the viewpoint of customers. The company's commitment to the dimensions of marketing ethics has a significant impact on customer loyalty with customer satisfaction being the mediator variable. In light of these findings, the study provided a set of important recommendations. The value of this research lies in the inclusion of various ethical issues in marketing, the relationship between the company's commitment to ethical issues and the level of customer satisfaction and the degree of customer loyalty to the company, covered by previous studies.