Document Type: Original Article
Department of Sport Management, Islamic Azad University Khorasgan Branch, Iran
Today, gaining customer confidence in maintaining and sustaining the life of the organizations is very important and critical, by considering the competitive circumstances. However, one of the major problems that the organizations are faced with them is ethical issues, since ethical behavior of the organizations plays the basic role in the formation and maintaining long term relationships between the organization and customers. In this way, the current study investigates the influence of customer perception of ethical behaviors of the company in the field of marketing mix on customer confidence. On this basis, 400 individuals of Kerman City Refah Chain Stores were investigated as the sample. Model and the assumptions of the study according to the results of the investigation of the standard questionnaire based on the obtained analyzes from Amos (22) software were approved. According to the results based on the effects of factor variables, the customer perception of ethical behavior of the company in the field of the marketing mix, promotion with a standard path estimate of 0.77 has the highest influence on the customer confidence. Therefore, companies should extend ethical behavior throughout all of the marketing activities, especially decision making in the field of the marketing mix as the most tangible activities of the company from the customer’s point of view, in order to survive in the market and preventing the destroying its reputation and brand.