Relationships between sales ethics, corporate social responsibility, trust, attitude, and loyalty in the real estate brokerage industry

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Wen-Chi Chen
Kuan-Mien Hsieh
Chueh-Shih Lin
Chun-Chang Lee
Cheng Yu
Ying-Chen Lin
Jian-Chuan Hong
Cite this article:  Chen, W., Hsieh, K., Lin, C., Lee, C., Yu, C., Lin, Y., & Hong, J. (2020). Relationships between sales ethics, corporate social responsibility, trust, attitude, and loyalty in the real estate brokerage industry. Social Behavior and Personality: An international journal, 48(3), e8004.


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We employed structural equation modeling to explore how sales ethics, corporate social responsibility, trust, and attitude influence customers’ loyalty in the real estate brokerage industry. Participants were 466 real estate brokerage customers in Kaohsiung, Taiwan. The empirical results show that the greater the degree of recognition that customers have of the industry’s sales ethics, the more they acknowledge the industry’s corporate social responsibility and the more they trust the industry. Moreover, a stronger customer perception of the industry attitude had a significant positive influence on loyalty, such that trust had an indirect effect on loyalty through the mediator of attitude. This implies that sales ethics and corporate social responsibility are integral factors that influence customers’ loyalty in the real estate brokerage industry.

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