Study On Monopoly Enterprise Marketing Ethics Measurement And Its Impact On Customer Relationship Quality

During the period of economic transformation in China, the enterprise marketing unethical behavior occurs frequently. In recent years, the monopoly of immoral marketing event has become a frequent because of institutional reasons。 Monopoly enterprises mostly to provide public products; Monopoly enterprises have great market power, consumers are highly dependent on the monopoly enterprise. If the monopoly enterprise produce marketing unethical behavior, it will harm the interests of consumers and lead to loss social welfare in a large extent and scope. The traditional view is that monopoly enterprise is concerned about the monopoly profit, seem to pay no attention to marketing ethics and even marketing is unnecessary, and in business practice, monopoly enterprises have no impulse intention of marketing ethics construction. However, with the further development of the reform of market economy, under the pressure of the society and the market, In order to improve the external business environment, monopoly enterprises pay more and more attention to customer relationship. In recent years, including electric power, banking, mobile communication, telecom, civil aviation and other monopoly industries, on the one hand, they invested a lot of manpower, financial resources, material resources, to carry out aggressive marketing and to improve service levels, expecting to improve customer relationship; on the other hand, unethical marketing events emerge in an endless stream. The influence the relationship between monopoly enterprise marketing ethics and customer relationship quality is the key that is thinking of marketing ethics should be "key discipline" or "self-discipline". Marketing unethical behaviors not only affect the interests of consumers, but also damage the monopoly enterprise customer relationship, and eventually endanger the monopoly enterprises long-term interests. Therefore, this research has realistic significance of management.This paper adopts normative research method and empirical research method. First of all, we have reviewed and compared business ethics, marketing ethics moral concept and marketing ethics evaluation literature at all times and in all countries, and on this basis, according to the monopoly enterprise business characteristics and realistic and antimonopoly law about monopoly behavior, proposed and analyzed the monopoly enterprise marketing ethics evaluation index and dimensions. Secondly, using factor analysis method, we have developed monopoly enterprise marketing moral perception scale, and the validity of scale has been verified through empirical form; Thirdly, in theory based on the literature review, we have proposed a structural equation model and the hypothesis of monopoly enterprise marketing ethics and relationship quality. We have choiced bank business, mobile communication enterprise consumer as the research object, the model and hypotheses are tested, and we have analysised the two industry comparative data. Finally, based on the conclusion of the study, this paper puts forward the countermeasures and suggestions of monopoly enterprise rationality operation and marketing ethics construction. Through research and analysis, the main conclusions obtained are as follows:(1) The concept of Marketing ethics and the concept of business ethics is very similar, their core criteria were derived from the business ethics standard, only the concept of business ethics is broader, more abstract; the concept of marketing ethics is more concrete, its content is aimed at business behavior. Not all of the enterprise is a moral enterprise. No matter from the angle of economics and legal point of view, the monopoly is not a direct means of immoral, it is only the generated system reason of immoral marketing behavior, but not the decisive reason, and only the management behavior is immoral, the enterprise is not moral enterprise. That monopoly enterprise is not moral, refers to the use of information asymmetry and the dominant position in the market and carry out the marketing unethical behavior.(2) In recent years, the monopoly enterprise frequent non moral behavior mainly include:operating without integrity, price is not reasonable, unfair trade, fulfill their social responsibility is not active. The specific behavior is:information opaque or untrue, diandaqike, no promises, price information is not open, the entry fee and two part pricing, bilateral pricing, tying, price collusion, price discrimination, the format of the contract, unequal pay for equal work, do not pay attention to environmental protection, do not actively take commensurate with its status of social responsibility, etc. Through the exploration research and factor analysis, the consumer perception index of the monopoly enterprises marketing ethics are attributed to four factors including integrity management factor, fair price factor, fair competition and even bargain factor, social responsibility factor.(3) The empirical Research shows that the various dimensions of marketing ethics, the good faith management, price fair and justice, even bargain and fair competition, has a positive impact on satisfaction, trust, commitment. However, the influence of social responsibility for the relationship quality of monopoly enterprises is not significant. The consumer to business monopoly perceived more strong, influence of social responsibility of the relationship quality is not more obvious. This shows that consumers are starting from their own, the good faith management, price fair and justice, even bargain and fair competition are the hygiene factors, social responsibility is more like the incentive factors.(4) Empirical study found that, there are differences on various dimensions of marketing ethics to the various dimensions of relationship quality. The degree of monopoly perception has negative regulation and expanded effect. That is, that the negative emotion of consumer monopoly on cognitive presence, will reduce the enterprise level of moral judgment. Due to the institutional factors that monopoly is a kind of non moral behavior induced by enterprises, consumers tend to have more severe moral judgment against monopoly. By comparing the two groups of sample data,we find that consumers believe that the mobile communication enterprises monopoly is stronger than the bank enterprise, and this perception influence on their marketing moral judgment. In the two industry, the three aspects of the enterprise monopoly, monopoly management behavior, staff monopoly awareness, which monopoly perceived degree of consumer weakened. This shows that monopoly enterprises can make efforts in the last two aspects, to reduce the overall monopoly perceived strength.