An ethical basis for relationship marketing: a virtue ethics perspective

TLDR

Relationship marketing has been studied for years, yet its ethical foundation has not been thoroughly examined. This paper establishes an ethical foundation for relationship marketing using virtue ethics and outlines strategies for future empirical testing. The authors employ a conceptual review of American and European perspectives, summarizing prior EJM studies in a table. They propose a three‑stage ethical relationship marketing model—establishing, sustaining, reinforcing—paired with virtues such as trust, commitment, and diligence, illustrated in a figure and exemplified by European and American firms, though it remains untested empirically.

Abstract

Purpose The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach. Design/methodology/approach The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives. Earlier studies published in EJM on relationship marketing are featured in a table. Findings The proposed ethical relationship marketing approach has three stages (establishing, sustaining and reinforcing) that are paired with specific virtues (trust, commitment and diligence). These and other facilitating virtues are shown in a figure. Researchlimitations/implications The model and its components have yet to be tested empirically. Some strategies for undertaking such research are discussed. Practical implications Several European and American companies that currently practice ethical relationship marketing are discussed. Originality/value Although relationship marketing has been studied for a number of years by many scholars, the ethical basis of it has not been thoroughly examined in any previous work.