محمدرضا کیا

Background: The advent of social networks has created an easy way and cost-effective communication between the company and its customers and the need for them to pay attention to the ethical components in providing services and attract customer loyalty has led this research to provide an ethical model in using networks. Social in providing products and services and maintaining customer loyalty in banks. Method: The present study was qualitative and the method of process team analysis was used. The statistical population was the banking industry experts, 14 of whom were selected by purposive sampling method (snowball). The interview data collection tool was semi-structured and thematic analysis using MAXQDA software was used to analyze the qualitative data. Results: Based on the analysis of the interviews, 200 concepts were identified which, by reviewing the themes, 54 primary codes were extracted and classified into 3 main categories and 16 sub-categories. Customer loyalty is in the first place with 116 assigned codes, social networks are in the second place with 69 codes. Providing services with 15 codes is in the third place. The abundance of sub-criteria related to each category showed that service delivery, sub-category of service innovation, in social networks, sub-category of ethical communication, customer loyalty, sub-category of advertising and ethical marketing and economic growth, have the highest repetition. Conclusion: From the perspective of banking industry experts, ethical components such as; Ethical branding, ethical-organizational factors, service innovation, ethical communication, content sharing, validation, cyberspace, customer value, customer trust, customer awareness, ethical advertising and marketing, customer desire, customer acquisition and retention, competitive advantage, Social responsibility, customer ethical attitude are among the factors affecting customer loyalty in social networks.