Journal of Hotel and Business Management
Open Access

Abstract

Customers Reaction on Unethical Company?s Behavior Comparing Western and Eastern Europe

Valeria Chovgun*

The study mainly investigates people’s reaction to unethical corporate behavior. Observers have identified differences between customers in Eastern and Western Europe, leading to the formulation of two main hypotheses. The first hypothesis focuses on customers' confidence in ethics (encompassing moral, environmental, and social issues), where distinct variations exist between Eastern and Western Europe. The second hypothesis examines the average customer response to unethical behavior, highlighting unique characteristics in both regions. A quantitative analysis was conducted using a factor analysis design and hierarchical regression. The empirical study involved a sample of 202 responses from customers across various countries in Europe and the Former Soviet Union (FSU). The findings indicated the differences between East and West Europe clients and their reactions on unethical behavior. Moreover, the results gave support to the primary hypothesis of study that the mean of customer’s response on unethical behavior and their self-rating are distinct in East and West Europe. Customers from West Europe rate themselves better and are extra susceptible to react in opposition to unethical company’s behavior and expose this example (having a superb effect on logo picture). Enormously there's no connection between reactions and self-rating.

Published Date: 2024-10-25; Received Date: 2024-09-23