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This study aims to investigate the influence of ethical sales behaviour on relationship quality and its consequences in the context of telemarketing to identify the complex nature of relationship marketing.

A survey with 312 qualified observations from financial institutions’ customers in Taiwan was conducted. A structural equation modelling approach was used.

Ethical sales behaviour components, that is, avoiding overharvest, security, honesty, privacy and non-harassment, have significant effects on relationship quality. Satisfactory relationship quality has positive effects on relationship commitment and customer loyalty.

This paper identifies ethical sales behaviour components, namely, avoiding overharvest, security, honesty, privacy and non-harassment, in the context of telemarketing and proposes that ethical sales behaviour is an important factor of maintaining high level of relationship quality.

This paper aims to examine the causal influences on the construct, relationship commitment. A better understanding of relationship marketing is an underpinning goal of this study.

Chunghwa Telecom is a Taiwan-based telecommunications firm that enjoys Taiwan’s largest domestic market share of asymmetric digital subscriber line market. Data from Chunghwa Telecom’s subscribers were obtained, and 265 qualified observations were collected. A structural equation modeling approach was used.

Relationship commitment is understood as dependent on positive affective commitment and involuntary continuance commitment. Positive affective commitment, namely, voluntary continuance commitment, enhances customer loyalty. On the contrary, involuntary continuance commitment has negative impacts on customer loyalty. It is discovered that relationship quality, corporate reputation and switching costs have significant effects on relationship commitment. Satisfactory relationship commitment has positive effects on loyalty.

Effects of voluntary continuance commitment and involuntary continuance commitment on customer loyalty are not in the same direction. When customers feel trapped in a relationship due to involuntary continuance commitment, they respond to the feeling by provision of negative word-of-mouth.

The purpose of this paper is to measure the impact of customer loyalty programs on relationship quality, relationship commitment, and loyalty.

A survey with 480 qualified observations from department store customers in Taiwan was conducted. A structural equation modeling approach was used.

Customer loyalty programs have a partially supported positive impact on relationship quality; service quality has a positive impact on relationship quality; customers with a positive relationship quality impact their relationship commitment; the higher the relationship commitment, the higher the loyalty; and a customer loyalty program partially supports a positive impact on loyalty.

The paper shows that customer loyalty programs have positive influences on loyalty. However, short‐term customer loyalty programs, namely, Minimum Purchase Gift Cards, displayed no significant influence on loyalty. The incentive of short‐term customer loyalty programs is not sufficient for loyalty.