BUSINESS ETHICAL DIMENSIONS AND CLIENTS’ PERCEPTION: A HAECCEITY OF ORGANIZATIONS’ PERFORMANCE. A SURVEY OF FIRMS OPERATING IN CROSS RIVER STATE, NIGERIA

1 Charles Effiong; 2 Effiom Effiom Inameti; 3 Nneoyi Nnana Arikpo; 4 Grace Jamie Pepple
1,3,4 Department of Business Management, University of Calabar, Calabar.
2 Department of Marketing, University of Calabar, Calabar.

ABSTRACT
This study examines business ethical dimensions and clients’ perception of firms operating in Cross
River State, Nigeria. The study investigated business’s product efficacy and honest advertising as it
affects brand patronage and customers’ loyalty. Descriptive survey research design was adopted for
the study. Two stage sampling procedure involving purposive and simple random sampling
techniques was used in the sample element selection. The Ordinary Least Square regression
statistical tool was utilized in the test of hypotheses. The study identified dishonest and unethical
business practices in product quality and scam advertising by Nigerian business organisations as
factors militating against clients’ (customers’) positive or favourable perception and preference for
made in Nigeria products to foreign made products. The study established that products’ efficacy
and honest advertising have a significant influence on clients’ perception of brand patronage and
customers’ loyalty. The study recommended that firms should stop meddling with product efficacy
and use of deceptive advertising but to continually thrive wholly for high quality, scrupulous, decent,
moral and fair business ethical best practices for products efficacy and advertisings as this has
multiplier effect of boosting firm’s sales turnover, sales revenue, profitability and market share.
Key words: Business ethics, clients’ perception, product efficacy, advertising, brand patronage,
customers’ loyalty.

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