고객시민행동 및 관계품질에 대한 윤리경영 평가의 영향

The importance of ethical management has been increased rapidly in the last decade. Many firms have transformed their reluctant attitude of adopting ethical management to proactive accepting it as competitive advantage. Although the interest in the practical applying of ethical management has been spread in the business field, it is difficult to find the advanced improvement in the academic research. Hence, the objective of this study is identifying the relationships between ethical management and two key variables; CCB (customer citizenship behavior) and RQ (relationship quality). The pressure of cultivating new ideas regarding drivers and performances of service quality, CCB as antecedent and RQ as consequence of SQ (service quality) are emerging. Therefore, this study presented the research model that including the effects of ethical management on the starting variable and the ending variable in the sequential relationships of CCB-SQ-RQ. After depicting the relationships of CCB-SQ-RQ as the basic hypotheses, the added hypotheses that the effects of ethical management on CCB and RQ are adopted. The empirical test is accomplished with survey in the retail banking industry. In the result from 398 respondents, all expected hypotheses are significantly accepted. Additionally, the negative correlation between ethical management and SQ is founded.