Ethical culture, employee ethical behaviour and customer perceived ethicality in banking industry: a multiple mediation model

This study aims to analyse the relationships between ethical culture (EC), employee ethical behaviour (EEB) and its outcome customer attitude (CA), customer experience (CE) and customer satisfaction (CS) that shape customer perceived ethicality (CPE) in the banking sector. This study collects data from 358 banking customers in Delhi and tests the proposed hypothesis using PLS algorithm along with bootstrapping method. Results showed that EC has a positive influence on EEB. Further, EEB contributes to CA, CE and CS. Moreover, CA, CE and CS have a positive influence on CPE. Also based on mediating analysis results, CA, CE and CS mediate in between EEB and CPE. Although EC and EEB are receiving empirical attention in the banking industry, little is known about its outcomes that shape CPE. Hence, this research extends previous studies using social learning theory, social exchange theory and attribution theory to fill these research gaps and proposes a conceptual model for the banking industry on the CPE.