Impact Of The Personal Cultural Values On Staff Marketing Ethics Of Sudanese Banking Employees

Abstract

The main purpose of this research is to assess impact of personal cultural values, professional values, staff trust, and staff commitment on marketing's ethics for staff in Sudanese Banking industry. This research undertakes Moral Theory, and Trust- Commitment Theory to deal with marketing ethics concept. The study model investigates the impact of the Personal Cultural Values (namely; Collectivism, Uncertainty Avoidance, Power Distance), and Professional Values on marketing ethics for staff of Sudanese banks, while Ethical Attitude dimensions (namely; staff trust, and staff commitment) functions as mediator variables between independent and dependent variables. Data were collected through direct questionnaire survey. A total of 318 usable responses were used for the purpose of this study. Factor and reliability analyses were performed to test the questionnaire validity and reliability, while as, correlation and regression analysis was conducted to test the study hypotheses. The study findings showed that all variables of the research model were showed reliability of alpha Cronbach scale, and validity of questionnaire questions. The findings provided empirical support for the theoretical framework. The results of study also indicated that variables of Personal Cultural Values, and Professional values played a significant an important role in shaping the Ethical Attitude dimensions (staff trust and staff commitment). Moreover, staff trust and staff commitment had significant influence on marketing ethics for staff of Sudanese banks. This study did not find any convincing evidence to support the mediation effect of staff trust, and staff commitment between power distance, and uncertainty avoidance with marketing ethics for staff of Sudanese banks. On the other hand, the study finds significant mediation effect from staff trust, and staff commitment between collectivism, and professional values with marketing ethics for staff of Sudanese banks Furthermore, the results supported significantly the direct effects of Personal Cultural variables, and Professional values on marketing ethics for staff of Sudanese banks. Based on the study findings, theoretical and practical implications were discussed. It's important, and because the result of the study showed that: staff trust, staff commitment, and Professional Values are the main factors that influence the marketing ethics for Sudanese banks staff, the management of the banks would perhaps look into methods and ways of cultivating the professionalism, and increasing trust and commitment among banks staff in order for them to possess a good marketing ethics. Finally, the study was presented limitations and suggestions for future research.