Customer Care and Service: A Case for Business Ethics

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Abstract
The notion of business ethics is explored as a way of understanding difficulties in bridging the credibility gaps between management′s intention, staff′s committed implementation and consumers′ need for reinforcement of their personal dignity, in service situations where general competence levels are low. Presents a model of ethical awareness which forms the context in which the personal trust transaction occurs. Presents research which shows the recognition of an ethical credibility gap between organizations and consumers. Describes the role of marketing intervention, designed to overcome barriers to co‐operation and applied to the use of codes of ethical conduct.