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The purpose of this study is to develop a conceptual framework to identify the impact of marketing ethics on customer loyalty in Palestine.
The study relies on two mobile phone companies: Jawwal and Ooredoo Palestine. It accounts for the Palestinian environment, which is characterized by political and economic instability, due to the Israeli occupation sincemaster thesis customer loyalty, the division of the homeland the West Bank and the Gaza Stripand the Israeli siege on the Gaza Strip.
The study contributes to pinpoint strengths and weaknesses of both companies and shed light on their marketing and ethical behaviors.
Findings show that customer satisfaction greatly affects marketing strategies and ethical behavior. The study concludes with important remarks. Palestinian companies are encouraged to develop their marketing plans and highlight surrounding ethical standards to address special characteristics of the Palestinian society. This will increase customer satisfaction, retention, and loyalty which will positively affect company's profitability and performance.
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Unpublished Master Thesis master thesis customer loyalty, Université M'hamed Bougara Boumerdes, Algeria. Kamel, O. An upcoming revolution in customer relationship. Khdair, N. Business ethics and its impact on customer satisfaction, Unpublished Master ThesisUniversité M'hamed Bougara Boumerdes, Algeria.
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Rami M. University Sians Islam Malaysia USIM Nilai, Malaysia. Mohamed Battour. Keywords Marketing Ethics; Customer Loyalty; Cellular Telecomunications Companies; Palestine.
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