Literature Review: Analisis Peran Praktik Bisnis Yang Etis Dalam Membangun Loyalitas Konsumen

Abstrak

This study aims to analyze how ethical business practices contribute to enhancing customer loyalty. Using the Systematic Literature Review (SLR) method, the research reviews ten academic sources discussing the relationship between business ethics, human resource management (HRM), service quality, as well as customer trust and satisfaction. The findings reveal that ethical business practices grounded in honesty, fairness, and social responsibility significantly improve consumer trust and satisfaction, which ultimately fosters stronger loyalty. Additionally, effective HRM and high quality service delivery also play critical roles in shaping consumer loyalty. This study concludes that a holistic approach—integrating ethical business conduct, HRM practices, and service strategies—is essential in building long term customer relationships and maintaining business competitiveness in a dynamic market.