Customer orientation and establish long term relationships with them is essential to achieving sustainable growth and profitability of business. In this sense, companies implement marketing and sales strategies that increase the value of customer relationships. This study suggests that business ethics is positively related to the customer life time value. The hypotheses were tested with the sellers’ responses banking sector. The results indicate that customer orientation and ethics helps retain and develop customers from the perspective of value.
Keywords:
Customer orientation, marketing, sales, ethical and customer equity
Valenzuela, L. (2010). Customer-Oriented Marketing and Business Ethics: Effects on Portfolio Value. Estudios De Administración, 17(2), 1–24. https://doi.org/10.5354/0719-0816.2010.56338
