IDEAS home Printed from https://ideas.repec.org/a/vrn/journl/y2022i3-4p134-153.html
   My bibliography  Save this article

Marketing Ethics on the Market of Mobile and Banking Services in Bulgaria

Author

Listed:
  • Teofana DIMITROVA

    (Paisii Hilendarski University of Plovdiv, Faculty of Economics and Social sciences, Department of Marketing and International Economic Relations)

  • Trayan YOSIFOV

    (Paisii Hilendarski University of Plovdiv, Faculty of Economics and Social sciences, Department of Marketing and International Economic Relations)

Abstract

The main purpose of this paper was to present part of the results of a survey of end consumers’ perceptions regarding ethical marketing behaviour on the market of mobile and banking services in Bulgaria. Some of the most important findings of the survey were that the banking sector demonstrated better performance in terms of the marketing ethics applied to clients compared to the telecommunication sector; the instances of unethical marketing behaviour ranked among the top three reasons for consumers’ decisions to change their mobile operators or terminate their relations with a banking institution; the respondents’ age affected their level of agreement with the statements related to marketing ethics. Furthermore, a brief analytical review was made of the situation in the two sectors studied.

Suggested Citation

  • Teofana DIMITROVA & Trayan YOSIFOV, 2022. "Marketing Ethics on the Market of Mobile and Banking Services in Bulgaria," Business & Management Compass, University of Economics Varna, issue 3-4, pages 134-153.
    • Handle: RePEc:vrn:journl:y:2022:i:3-4:p:134-153
    as

    Download full text from publisher

    File URL: https://journal.ue-varna.bg/uploads/20230117024340_38084191063c6b41c44c18.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Marketing Ethics; Banking Sector; Mobile Service Sector;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrn:journl:y:2022:i:3-4:p:134-153. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Yana Doneva (email available below). General contact details of provider: https://edirc.repec.org/data/uevarbg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.