<![CDATA[Background: Ethical behaviour has become an important component of business strategy. Ethical salesperson behaviour and a favourable firm reputation may strengthen customer satisfaction and loyalty, particularly in business-to-business (B2B) relationships.Purpose: This study examines the effects of ethical salesperson behaviour and firm reputation on B2B customer satisfaction and loyalty in the healthcare sector.Design/methodology/approach: This study employed a quantitative approach using data collected from 305 B2B customers through purposive sampling and an online questionnaire. Structural equation modelling (SEM) was used to examine the relationships among ethical salesperson behaviour, firm reputation, satisfaction with the salesperson, satisfaction with the firm, and B2B customer loyalty. Mediation effects were assessed using the Sobel test.Findings: Ethical salesperson behaviour had a strong positive effect on firm reputation but did not have a significant direct effect on B2B customer loyalty. Firm reputation had significant effects on satisfaction with the salesperson and customer loyalty, whereas its direct effect on satisfaction with the firm was not significant. Satisfaction with the firm significantly affected customer loyalty, whereas satisfaction with the salesperson did not. The reported mediation analysis indicates that firm reputation mediates the relationship between ethical salesperson behaviour and B2B customer loyalty.Conclusion: The findings highlight the role of ethical salesperson behaviour in strengthening firm reputation and demonstrate the importance of firm-level relationships in fostering B2B customer loyalty.Originality/value: This study contributes to the B2B relationship marketing literature by distinguishing between satisfaction with the salesperson and satisfaction with the firm and by examining the mediating role of firm reputation in the healthcare context. Keywords: ethical salesperson behaviour, firm reputation, satisfaction, loyalty, B2B customers]]>
Copyrights © 2026
