The ruling should also account for the fact that it is actually in the best interests of both Sam and the bank to honor Sam's claim. Indeed, "building an ethical reputation among employees, customers, and the general public pays off," and "Among the rewards for being more ethical and socially responsible are increased efficiency in daily operations, greater employee commitment, increased investor willingness to entrust funds, improved customer trust and satisfaction, and better financial performance" (Ferrell, Fraedrich, Ferrell, p. 17-18). While it is likely the case that Sam will emerge from the case dissatisfied regardless of the ruling, if he is denied his claim he would be more likely to voice his displeasure to friends and the general public and this would cost the bank more customers than if they were to win the claim. Moreover, it is quite possible that the bank is faced with customers in the same situation as Sam, and failing to honor the applications of their customers would be not only dishonest but could develop...
Thus, at stake in the case is not only the issue of whether to honor Sam's claim, but more importantly, how the company is viewed by the public.
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