The Impact Of The Enteroprise Marketing Ethics On Customer Engagement Behavior

Business practitioners and academic researchers,through long-term observing,finding customer engagement can help enterprise realize a long-term and stable development.Marketing activities are the main way to promote products and the main method to build a good relationship with customers.Enterprise marketing ethics is the moral standards to carry out marketing activities.It has a certain influence on customers.This article mainly has put forward three points of innovation.First,this article studies the influence of the marketing ethics on the customer engagement behavior from the customer's point of view.Secondly,through study the various factors of marketing ethics,to find out the key factors influencing the behavior of customers.Third,introduce consumer involvement as the adjustment variable,and study its influence on the marketing ethics and the customer's engagement behavior.This paper has discussed the relationship between the enterprise marketing ethics and customer engagement,made the theoretical analysis and empirical research,come to a conclusion.The research content and the specific process are as follows:At first,this paper analyses the enterprise marketing ethics and customer engagement behavior,gets the marketing ethics evaluation system,customer engagement behavior and consumer involvement measurement scale.Then,this paper chooses consumer involvement as adjusting variables,builds the theory of enterprise marketing ethics and customer engagement behavior model,and puts forward the relevant hypothesis.This paper is based on the existing classic scale for the design of the questionnaire,through the questionnaire survey data collection.This paper uses SPSS19 software to study the data obtained,tests hypotheses and draws the relevant conclusions.At the end of the paper puts forward the strategy of customer engagement behavior strategies.In this paper,the results show that the enterprise marketing ethics of four factors(faith factor,fair competition factor,promotion factor and social responsibility factor)has a positive effect on customer engagement behavior,and effected by consumerinvolvement.So this paper puts forward the corresponding strategy according to the results of the study,for enterprises to realize customer engagement.It`s helpful for enterprises to carry out marketing activities and promote customer engagement behavior.