UNIVERSITAS SANGGA BUANA YPKP

Bandung – Jawa Barat

THE ETHICAL BEHAVIOR OF BANKER

A NORTH AFRICAN PERSPECTIVE

TUGAS INTERNATIONAL HUMAN RESOURCE MANAGEMENT

LIA NURLIATI, SE
PROGRAM MAGISTER MANAJEMEN
ABSTRACT
 THE ETHICAL BEHAVIOR OF BANKER
A NORTH AFRICAN PERSPECTIVE

TUJUAN
MAKSUD
This Research aims to examine the impact of the ethical dimension of selling
behavior on some marketing realational variabels in the banking sector :
Satisfaction,trust,commitment and loyalty
Structural equations modelling (SEM) is used to assess thesimulaneous effects
of the predictive variables. An emperical survey confirms the impact of the
ethical dimension on the trsut. The satisfaction has an effect on the customer
trsust which influences his commitment and loyalty.
THEORICAL BACKGROUND
 THE ETHICAL BEHAVIOR OF BANKER
A NORTH AFRICAN PERSPECTIVE

Ethics

Satisfaction The origin of “Ethic” goes back to

Theorical Greeks Age
Background
It is viewed as an emotion or a
consequence of both cognitive and
Commitment affective process

According to the psychological

Loyalty
Realtionship between
Model Variabels
[Holbrook & Hirschmann 1982],[Murphy & Lazcniak
1977],[Hunt et al.1984; Choko & Hunt 1985;Ferrell &
Gresham 1985;Dubinski & Loken 1989]
theories,the commitment is the set of
acts and cognitions that link a person
to his behavior
It is assessed through buying
sequences : percentage of brand
purchases in the sequence or brand
which bought several times
consecutively
 THE ETHICAL BEHAVIOR OF BANKER
A NORTH AFRICAN PERSPECTIVE
A. Satisfaction And Trust

B.Trust and Commitment

C.Satisfaction and Commitment

D.Satisfaction and Loyalty

E.Trust and Loyalty

F.Commitment and Loyalty

 RESEARCH
METHODOLOGY
 THE ETHICAL BEHAVIOR OF BANKER
A NORTH AFRICAN PERSPECTIVE

Instruments
Data
Collection and
Sampling
CONCLUSION AND
SUGGESTIONS
 THE ETHICAL BEHAVIOR OF BANKER
A NORTH AFRICAN PERSPECTIVE

Conclusion and suggestions

The present study verifies the impact of

TRUST ethical dimension of selling behavior on
customer satisfaction, his
trust,commitmen and loyalty.

COMMITMENT
The findings contradict with anterior
researhes: perceived ethical dimension
doest not affect the customer’s

LOYALTY satisfaction neither commitmen

TERIMA KASIH

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