A Study On The Relationship Among Ethics In Online Marketing,Customer Complaints And Customer Loyalty

Since the competition between traditional retailers was at a white hit, the network economy has leapt forward in recent years. With this new platform for commerce, some businessmen have expanded their presence in E-marketplace. But there appear some brand new moral problems in this platform when some enterprises break the traditional moral principles and norms, because Internet is characterized by concealment and virtuality. However, the consciousness of security and legal rights safeguarding among customers is improving gradually and the ethics in online marketing has to meet more strict demands. In view of this, it's more important than ever to treat with complaints promptly. But this research demonstrates that even if the complaints have been treated efficiently, it not guaranteed totally loyalty. This paper is supported by empirical analysis on the customers from China's biggest C to C website-Tao Bao.This paper explains the positive correlation between ethics loss in online marketing and customer complaint through results of questionnaires in words. Moreover, the relation between the customer complaints treatment properly and the customer loyalty is verified with structure equation model, the results are as follows: (1) Treatment of customer complaints properly is correlated positively with cognitive loyalty. (2) Treatment of customer complaints and affective loyalty appear in negative correlation. (3) Treatment of customer complaints is correlated positively with intentionality loyalty. (4)Treatment of customer complaints and behavioral loyalty appear in negative correlation. Out of the need of modeling, validation of three pair of relation is added in this paper, they are: (1) Relationship between cognitive loyalty and affective loyalty. (2) Relationship between cognitive loyalty and intentionality loyalty. (3) Relationship between intentionality loyalty and behavioral loyalty.Restricted by the limited space and material shortage, this paper lays stress upon the validation of the seven relations. From this study, we conclude that losses of ethics in online marketing have a direct impact on the customer complaints, influence on the customer loyalty, and practical meaning for online marketing.