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Sales employees of companies undertake the major responsibility for company’s sales and profitability. As a result, they are under pressure to promote their performance which, in some cases, causes to resort to some improper and unethical methods for more sales. Even though this behavior is morally unacceptable; from organizational perspective, salespersons are in fact the company’s representatives which having the most contact with customers. The customer's perceived image of the company, and thereafter their tendency to maintain or stop the relation with company will be formed depending on how the salespersons interact with customers. This study is a descriptive study was conducted through a survey. The statistical population of the study is customers of a selected men's clothing company. The sample size estimated to be 190. The ETHICAL SALE s have a significant and positive influence on the four independent variables of study namely: trust, commitment, satisfaction and CUSTOMER LOYALTY. The fitting indicators suggest that data have been fitted well with the model. According to the research findings it can be claimed that in order to generate a quality and long-term relationships with customers, companies compelled to observe the ethical issues in their transaction with customers. Also, the findings indicate that ETHICAL SALE have significant impact on customer perception towards company's business and also on quality of organization relationship with customer.