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Vol. 3 No. 1 (2026): January

Copyright (c) 2026 Mohammad Ismail Saiel, Shafiq Habibi

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Analyzing the Impact of Ethical Sales Behavior on Customer Satisfaction: Study of Afghanistan’s Passengers Transport Industry

https://doi.org/10.62810/jssh.v3i1.111
Mohammad Ismail Saiel
Zabul University, Economic Faculty, Business Administration Department, Zabul, AF
Shafiq Habibi
Kabul University, Economic Faculty, Business Administration Department, Kabul, AF

Corresponding Author(s) : Mohammad Ismail Saiel

ismailsaiel82@gmail.com

Journal of Social Sciences and Humanities, Vol. 3 No. 1 (2026): January

Abstract

This study investigates the impact of ethical sales behavior on customer satisfaction within the interprovincial transport sector of Afghanistan, addressing a notable gap in the literature on service quality and customer outcomes in high-contact service environments. Drawing on prior research that highlights the role of ethical sales in building trust and aligning customer expectations with actual service performance, the study hypothesizes that ethical sales behavior positively influences customer satisfaction. Primary data were collected through a structured questionnaire administered to passengers of three major transport companies in Kabul, yielding 338 valid responses. Descriptive statistics, reliability and validity tests, correlation analysis, and regression analysis were conducted using SPSS and Amos. The results indicate a weak positive direct effect of ethical sales behavior on customer satisfaction, suggesting that its influence operates indirectly through mediating variables. Qualitative feedback further revealed operational challenges, including misinformation about schedules and pricing, which affect passenger satisfaction. These findings underscore the complexity of customer satisfaction in transport services and highlight the importance of combining ethical sales practices with improvements in core service delivery. The study contributes to understanding ethical sales behavior in under-researched service contexts and provides practical recommendations to enhance service quality and customer relations in Afghanistan’s transport industry.

Keywords

Customer perception Customer satisfaction Ethical sales behavior Transport industry
Saiel, M. I., & Habibi, S. (2026). Analyzing the Impact of Ethical Sales Behavior on Customer Satisfaction: Study of Afghanistan’s Passengers Transport Industry . Journal of Social Sciences and Humanities, 3(1), 128–153. https://doi.org/10.62810/jssh.v3i1.111
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Author biographies is not available.
Received 2025-05-25
Accepted 2026-01-31
Published 2026-01-31
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