الالتزام بأخلاقيات التسويق لتحقيق ولاء الزبون : قراءة في استراتيجيات بناء الولاء من خلال الرضا

Abstract EN

The introduction of the ethics term into the business world in general and into the marketing one in particular , deduct a great contradiction in how to strike a balance between achieving the institution profitability ,needs and customer goals, which became increasingly required by his aspirations beyond his personal limits to the well-being of the community as a whole.

Thus, the confidence level of the institutions that customer deal with it, is greatly regressed, and this leads the prosperous institution to reflects on the commitment of marketing’s ethics in order to enhance the customer’s confidence in different products that offers .With a view to acquire their satisfaction and achieve their loyalty and, thus to take profit and ensure the long- term survival