Ethics has long been, and continues to be, a central topic among marketing scholars and practitioners. When providing complex services—multiple interactions over time that are predicated on the evolving needs of customers—service providers face ethical dilemmas, which are often resolved by engaging an ethics committee (EC). Despite the prevalence of ECs, research on service providers’ preference to engage with an EC is sparse. This study examines whether the role that health care providers play, as either task manager or relationship manager, makes a difference in their preference for engaging with and utilizing an EC for resolving ethical dilemmas. Results based on 1,440 observations collected from health care service providers show that service providers’ task or relationship management role, as well as prior experience with an ethics consultation, influences their preference both for engaging an EC and for having the EC prescribe a specific outcome to resolve an ethical dilemma. This study extends prior work on conceptual models examining ethical decision-making processes in marketing.
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