THE ROLE OF ETHICAL SALES PRACTICES IN BUILDING CUSTOMER TRUST
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THE ROLE OF ETHICAL SALES PRACTICES IN BUILDING CUSTOMER TRUST
This research investigates the role of ethical sales practices in building customer trust. Objectives are: (1) to assess the impact of ethical behavior on customer loyalty, (2) to analyze customer perceptions of ethical sales practices, and (3) to identify key ethical practices that enhance trust. A survey design is chosen for its ability to provide quantitative insights from numerous respondents. According to Taro Yamane's formula, the sample size is 340, ensuring a reliable dataset. The study focuses on the financial services industry in Lagos, Nigeria, known for its customer interaction. The reliability coefficient score is 0.84, indicating consistent results. Findings reveal that ethical sales practices significantly enhance customer trust and loyalty. Practices such as transparency, honesty, and integrity are particularly effective. Recommendations include implementing training programs on ethical behavior and establishing clear ethical guidelines to foster trust and loyalty.
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