Research About The Relationship Between Business Ethics, Customer Satisfaction, And Customer Loyalty

In recent years, business ethics construction has undoubtedly become the most concerned aspects in enterprise development programme. Since the conception of business ethics was proposed in the1970s the United States, business ethics research has never stopped, and increasingly become a research hotspot. However, in China, the business ethics research is still in its infancy, frequent business ethics scandal makes people expect more on business ethics. Customers play an important role in judging business ethical behavior and marketing anomie, although many studies in business ethics has been confirmed, the mechanism of customer response to business ethical behavior has never been answered. Whether enterprises’ethical behavior will obtain customers’consumption support? Based on the reality of Chinese market environment, the article will reveal the customers’response mechanism to enterprise ethical behaviors, and test the relations between enterprises’ethical behavior and customer satisfaction as well as customer loyalty.Through literature review, the paper defines the research approach, considers customer perceived value into the model of research, and tests the research hypothesis through empirical analysis method. Finally the paper tries to explore how customers’attitudes toward enterprises’ethical behavior affect the customer satisfaction and loyalty. Based on the data analysis, this paper have conclusios as follow: customer ethics and community return, dimensions of business ethic, have positive impact on customer perceived value, customer satisfaction, customer loyalty, but the impact of environmental protection is not significant; customer perceived value plays an intermediary role between business ethics and customer satisfaction, customer loyalty; willingness to reward ethical corporate and willingness to punish unethical corporate, dimensions of attitude to business ethic, shows obviously regulating effect, however the assumptions about the impact of importance of business ethics and corporate ethics expectation have not been validated.In view of the above-mentioned conclusion, some discussion has been made, and then this paper tries to put forward several related management recommendations. Finally, given the limitations of this study, this paper provides some opinions on the direction for future research.