This research aims to describe the
relationship between firm’s ethical reputation and its influence on the
customer’s loyalty. Thus,
this study is to examine the factors that will influence the customer loyalty
among general public. The level of sample in this study is at the
individual level and the data for this study were collected from the general
public in Shah Alam, Selangor.
The convenience sampling method was used to select the sample size of
respondents. Out of 384 distributed questionnaires, only 300 usable questionnaires
were returned. The main objectives of this study are (1) to examine the level
of customer loyalty in relation to ethical reputation of the company among
public, (2) determine the relationship between firm’s ethical conduct and
customer loyalty, (3) examine the relationship between firm’s commitment to
ethics and customer loyalty, (4) determine the relationship between firm’s
ethical culture and customer loyalty and (5) to identify which ethical reputation
component that significantly influence customer loyalty. The findings highlight the
significance of these variables in relation to customer loyalty. The data
analysis was carried out by using SPSS software. The results show that the
level of customer loyalty in relation to the ethical reputation of the company
among public is at high level and result also shows that the firm’s commitment
to ethics is the only variable that has a significant impact on customer
loyalty and it is also one of the ethical reputation’s component that
significantly influence customer loyalty.