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This study aims to examine the relationship between sellers’ ethical behaviour and customer loyalty. The mediating effect of trust and satisfaction in the relationship between ethical behaviour and loyalty was also assessed in the sportswear industry.

Data were collected from 265 consumers. Ten hypotheses were developed and tested by applying structural equation modelling.

There is a significant influence between sellers’ ethical behaviour and consumers’ loyalty. Also, satisfaction and trust mediate the relationship between sellers’ ethical behaviour and consumers’ loyalty. Trust is also found as the most proximal antecedent to customer loyalty.

This study empirically justifies the relationship between sellers’ ethical behaviour towards customer satisfaction and trust. This study also provides insight into the relationships between customer satisfaction, trust and loyalty in an integrated model.

Este estudio examina la relación entre el comportamiento ético de los vendedores y la lealtad de los clientes. También se evaluó el efecto mediador de la confianza y la satisfacción en la relación entre el comportamiento ético y la lealtad en la industria de la ropa deportiva.

Se recogieron datos de 265 consumidores. Se elaboraron diez hipótesis y se comprobaron aplicando un modelo de ecuaciones estructurales.

Existe una influencia significativa entre el comportamiento ético de los vendedores y la lealtad de los consumidores. Además, la satisfacción y la confianza median en la relación entre el comportamiento ético de los vendedores y la fidelidad de los consumidores. La confianza también se revela como el antecedente más próximo a la lealtad de los consumidores.

Este estudio justifica empíricamente la relación entre el comportamiento ético de los vendedores con la satisfacción y la confianza de los clientes. Este estudio también proporciona una visión de las relaciones entre la satisfacción del cliente, la confianza y la lealtad en un modelo integrado.

本研究考察了卖家的道德行为与顾客忠诚度之间的关系。同时评估了在体育用品行业中, 信任和满意度在道德行为和忠诚度之间的中介效应。

收集了265名消费者的数据。通过运用结构方程模型, 提出并检验了10个假设。

卖方的道德行为和消费者的忠诚度之间存在着显著的影响。同时, 满意度和信任感对销售者的道德行为和消费者的忠诚度之间的关系起到了中介作用。信任也被认为是顾客忠诚度的最接近的前因。

本研究从经验上证明了卖家的道德行为与顾客满意度和信任之间的关系。本研究还对顾客满意度、信任和忠诚度之间的关系提供了一个综合模型的见解。

This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.

The research is a descriptive-correlational study based on private sports clubs employees within Iran (Sanandaj). A theoretical model was developed based on the literature and tested using SPSS and PLS-SEM software.

The findings indicate a positive relationship between internal marketing and employees' entrepreneurial orientation. Market orientation has also played a positive mediating role in the relationship between internal marketing and entrepreneurial orientation.

The results suggest a higher level of market orientation in the organization can increase teamwork and, consequently, entrepreneurship development among employees. This is important in sports clubs as employees have a significant role in the success of the sports club. Club employees' satisfaction, generated through internal marketing, provides is a prerequisite for customer satisfaction. This therefore creates an environment supportive of entrepreneurial orientation in the club.