الخلاصة:
The current business environment has imposed many challenges,
among them the ethical dilemma and its different consequences, which
have pushed organizations to invest in activities that are conform and
adequate with the principles fixed by the law and ethical rules. Ethics has
an important role in the field of marketing, as it allows marketing
practices to be corresponding to ethical rules. Islamic banks were not
immune to the risks and damages of these ethical deviations, It became
necessary to give more attention to ethical rules in their marketing
practices.
The researcher aims, to identify the concept of marketing ethics and
Islamic banking. And examining the employee’s commitment to ethical
controls in Al Baraka Bank of Algeria, and to determine the impact of
this commitment on the marketing mix ethics.
In order to achieve the objectives of this research, a descriptive
approach was used to analyze the content of the theoretical framework,
the field study method was applied to a non-probability convenience
sample, An electronic questionnaire was distributed to a sample that
consisted of ) ( employee of Al Baraka Bank Algeria. The researcher 95
used many statistical tools to analyze and treat the study model and its
hypothesis. as it used the statistical package spss26 for descriptive
statistics, correlation analysis, simple and multiple linear regression, and
hypothesis testing.
The findings reveal that employees of Al Baraka Bank of Algeria
have very high commitment to ethical rules. As for the evaluation of the
employees of the marketing mix ethics have high. The results of the
study proved also that there is a significant positive correlation between
employee’s commitment to ethical controls and the marketing mix ethics.
As well as the existence of a positive impact of the dimensions of the
ethical rules of the employees (trust and honesty, legality and belief
behavior, competence and professional behavior) on the marketing mix
ethics. While there’s no effect of the dimension (objectivity and fairness)
on the marketing mix ethics. The results are showed no significant
differences in the answers of the study sample in their evaluation of the
employees commitment to the ethical controls and the marketing mix
ethics, due to the personal and functional variables.
