Abstract

DIMITROVA,T., YOSIFOV, T. (2022) Marketing Ethics on the Market of Mobile and Banking Services in Bulgaria. Izvestiya. Journal of Economics, Management and Informatics, 66 (3–4), pp. 134 – 153. https://doi.org/10.56065/IJUEV2022.66.3-4.134

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.

Keywords: Marketing Ethics, Banking Sector, Mobile Service Sector

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