أثر الممارسات اللاأخلاقية علي ثقة العملاء : دراسة على عملاء شركات المشروبات الغازية بولاية الخرطوم

Abstract EN

Marketing practices represent the vital entrance that helps companies build long-term partnerships with customers, which in turn constitute a competitive advantage.

However, building this relationship requires a commitment to the ethical standards and rules in marketing practices, and the lack of commitment to the unethical practices could lead to a decrease in customer trust; as well as legal conflicts, which may lead to a loss of trust in the company.

Depending on the planned behavior theory, and by using descriptive method, this study aimed to determine the level of customers’ awareness to unethical marketing practices in (product, price, distribution, promotion) and its impact on the customers trust in Sudanese soft drinks companies.

The data were collected through a questionnaire conducted in 2017 from a convenience non-probability sampling consisting of (144) persons.

The study hypotheses had been tested using regression and correlation analysis techniques, standard deviations, and arithmetic mean.

The study main findings indicated the existence of a negative relationship between unethical practices in product and customer trust.The empirical implication of the study can be useful in helping decision takers to understand the unethical marketing practices properly.

Moreover, the study recommended that future studies should focus on studying the relationship between unethical practices in marketing and customer trust.