Background: The issue of customer loyalty to a particular product or brand is very important in the field of economics and business. For many companies, loyalty is a well-known competitive tool, and the survival of organizations depends on how loyal their customers are. Customers often give them a human dimension by giving brands a personality, and marketers often use these locations to create or reinforce these perceptions. In this study, the ethical factors affecting customer loyalty with a focus on brand personality have been identified.
Method: The present study was a qualitative research based on the foundation's data approach. The research community consisted of senior managers and heads of branches of Bank Mellat Isfahan, and 10 of these experts were purposefully selected using saturation sampling. The data collection tool was the interview. Finally, the data were analyzed by open coding, central coding and selective coding in Maxqda software.
Results: Based on the results, 73 open codes were identified out of 401 concepts. In the central coding section, the 73 primary codes were categorized into 15 categories.
Conclusion: Based on the research results, it was determined: service characteristics, customer value, brand trust (causal conditions), company image, organizational factors (contextual conditions), compliance with rules and regulations, responsibility, trustworthiness, attention to general activities, environmental factors and observance of Islamic criteria (interventor), information protection, employee moral behavior, and brand credit (consequences) in a paradigm model are among the ethical factors influencing customer loyalty