Ethical behavior a thought for defining loyalty in an offline

It is critical to focus on the demands of the consumer in today’s fast-changing marketing landscape, particularly in financial services organizations. In the present context, customer centricity will not be adequate since customers are becoming more intentional and mobile in switching their preferences between competing financial service providers. Customers must hold financial service providers and those who work for them to a high standard of ethics. This study is unusual in that it looks at the importance of ethical sales behavior in establishing and keeping relationships with clients from the perspective of life insurance customers. The findings demonstrated that ethical behavior has a clear link to client enjoyment, trust, and loyalty in the life insurance market, where salespeople are primarily accountable for these aspects. The implications for management and research are also discussed in the paper.