Acta Oeconomica
Volume/Issue:
Volume 64: Issue Issue Supplement-2
Effects of marketing ethics on customer satisfaction in tourism industry
Authors:
Anxin Xu Fujian Agriculture and Forestry University College of Management/College of Tourism Fuzhou 350002 China

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Chich-Jen Shieh Chang Jung Christian University, Taiwan Department of International Business No. 1, Changda Rd. Gueiren District Tainan City 71101 Taiwan, R.O.C.

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Pages:
243–255
Online Publication Date:
01 Nov 2014
Publication Date:
01 Nov 2014
Article Category:
Research Article
DOI:
https://doi.org/10.1556/aoecon.64.2014.suppl.17
Keywords:
marketing ethics; tourism industry; customer satisfaction
Restricted access

Reputation is key in the management in tourism industry. In other words, a company should present favorable corporate image to enhance the trust of the customers and further induce the purchase intention and behaviors so as to enhance the sustainable management of tourism businesses. Customers’ Trust is the support of tourism industry, as it satisfies the basic demands for travel guarantee and safety. Following the promotion of consumer awareness, consumers tend to purchase products or accept services from trusted tourism businesses, which therefore have to present excellent corporate image. Nevertheless, some tourism businesses have neglected Marketing Ethics in the development of market economy because of over-pursuing economic interests. When consumer sovereignty is infringed, consumer satisfaction would be reduced, resulting in declining customer loyalty. By distributing and collecting questionnaires on-site, adult tourists of Lion Travel are sampled as the research subjects. A total of 400 copies of questionnaires were distributed, in which 276 copies were valid, with the retrieval rate of 69%. SPSS is utilized for the data analyses, and Factor Analysis, Reliability Analysis, Regression Analysis, and Analysis of Variance are applied to testing various hypotheses. The research results are concluded as following. 1. Marketing Ethics presents partially positive effects on Service Process in Customer Satisfaction. 2. Marketing Ethics reveals partially positive effects on Service Structure in Customer Satisfaction. 3. Marketing Ethics shows significantly positive effects on Service Outcome in Customer Satisfaction. 4. Individual Attributes appear to have remarkable effects on the correlations between Marketing Ethics and Customer Satisfaction.

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Cover Acta Oeconomica
Acta Oeconomica Periodical of the Hungarian Academy of Sciences
Print ISSN:
0001-6373
Online ISSN:
1588-2659

Senior editors

Editors-in-Chief: István P. Székely, Dóra Győrffy

Editor(s): Judit Kálmán

Associate Editors

  • Péter Benczúr, Joint Joint Research Center, European Commission
  • Dóra Benedek, International Monetary Fund
  • Balázs Égert, OECD
  • Dániel Prinz, World Bank
  • Rok Spruk, University of Ljubljana, School of Economics and Business, Slovenia

Editorial Board

  • Anders Åslund, Georgetown University and Advisory Council of CASE, USA
  • István Benczes, Corvinus University of Budapest, Hungary 
  • Agnieszka Chłoń-Domińczak, SGH Warsaw School of Economics, Poland
  • Fabrizio Coricelli, University of Siena, Italy
  • László Csaba, Corvinus University of Budapest, Hungary and Central European University, Austria
  • Beáta Farkas, Faculty of Economics and Business Administration, University of Szeged, Hungary
  • Péter Halmai, Budapest University of Technology and Economics, and National University of Public Service, Hungary
  • Martin Kahanec, Central European University, Austria
  • David Kemme, University of Memphis, USA
  • Michael Landesmann, The Vienna Institute for International Economic Studies (WIIW), Austria
  • Péter Mihályi, Corvinus University of Budapest, Hungary
  • Debora Revoltella, European Investment Bank

Corvinus University of Budapest
Department of Economics
Fővám tér 8 Budapest, H-1093, Hungary
E-mail: judit.kalman@uni-corvinus.hu

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Acta Oeconomica
Language English
Size B5
Year of
Foundation		 1966
Volumes
per Year		 1
Issues
per Year		 4
Founder Magyar Tudományos Akadémia
Founder's
Address		 H-1051 Budapest, Hungary, Széchenyi István tér 9.
Publisher Akadémiai Kiadó
Publisher's
Address		 H-1117 Budapest, Hungary 1516 Budapest, PO Box 245.
Responsible
Publisher		 Chief Executive Officer, Akadémiai Kiadó
ISSN 0001-6373 (Print)
ISSN 1588-2659 (Online)

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