The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry

TLDR

Recent concerns over unethical business practices, particularly in a customer‑oriented, long‑term relationship context, highlight the potential detriment of unethical salesperson behavior. The study extends the relationship quality model to incorporate ethical salesperson behavior. The authors modify Crosby, Evans, and Cowles’ 1990 model by adding an ethical behavior component. Regression analyses show that ethical behavior and expertise of pharmaceutical salespersons positively influence physicians’ trust and satisfaction with the exchange, and the study offers implications for the industry.

Abstract

There has obviously been a recent increased concern over unethical business practices. Certainly, in this era of customer-orientation and emphasis on long-term business relationships, unethical salesperson behavior would be a detriment. We extend the model of relationship quality as developed by Crosby, Evans and Cowles (1990) to include ethical salesperson behavior. In regression analyses, ethical behavior and expertise of pharmaceutical salespersons impact both trust of the salesperson and satisfaction with the exchange as reported by physicians. Implications and suggestions for the pharmaceutical industry are offered.