EVALUATION OF CUSTOMER PERCEPTIONS OF ETHICAL REPUTATION AND ITS IMPACT ON CUSTOMER SATISFACTION

Today, moral and ethical problems have been important criteria for customers to do business with an organization, so organizations which created positive perception among their customers in terms of ethical problems can achieve to a competitive advantage. So, the objective of this study was to evaluate the level of ethical reputation among customers of Tehran Heart Center hospital and investigate whether this ethical reputation impact its customer satisfaction or not. A sample size of 380 cases was selected using random sampling. Data were collected with questionnaire instrument from the study of Mulki and Jaramillo (2011). Model was tested with simple linear regression used SPSS software. The results show that customer perception of ethical reputation is on its favorable level and above the average cut point and also result show that ethical reputation has a meaningful impact on customer satisfaction.

ethical reputation, customer satisfaction, customer, ethical problems