ETHICAL DECISION-MAKING - AN INVESTIGATION OF SERVICES MARKETING PROFESSIONALS

This study investigates the relative influences of professional values and selected demographic variables on the ethical perceptions of serv ices marketing professionals. The relationship between ethical percept ions and ethical judgments of service marketers is also examined. The data were obtained from a mail survey of the American Marketing Associ ation's professional members of service industries. The survey results indicate a positive relationship between a service professional's pro fessional values and his/her perceptions of ethical problems. The resu lts also suggest that ethical judgments of a service professional can be partially explained by his/her perceptions of ethical problems. Imp lications of the research findings were discussed.