فخریه حمیدیان پور

With increasing competition among businesses, today's consumers are seeing the behaviors that are immoral and inappropriate for vendors and dealers. Firms and businesses that have built strong brands have to consider business ethics among employees, especially those who work in direct contact with customers, as well as an integral part of their integrated marketing program. Observing ethics and ethics in the field of marketing communication and contact with customers plays an important role in gaining the trust of customers in their companies and their brand. This confidence gained by the seller and the company provides a path to maintaining and developing long-term relationships with customers, ensuring their loyalty. This paper examines the effect of consumer perceptions on the ethical conduct of vendors on loyalty with the effect of trust mediation. The research method is a descriptive review, and a number of studies have been conducted in this regard. Given the theoretical and empirical background of research, we found that the ethical behavior of vendors with intermediary trust has a more profound effect on consumer loyalty.