This study aimed to explain the role of customer-centric banking in enhancing customer loyalty among state-owned banks in Ardabil, Iran. The research is applied in purpose and descriptive–survey in nature, conducted through a mixed-methods (qualitative–quantitative) approach. In the qualitative phase, the statistical population consisted of banking experts, managers, and university professors specializing in digital banking. A total of 20 participants were selected through purposeful and snowball sampling until theoretical saturation was achieved. Data were collected via semi-structured interviews and analyzed using open, axial, and selective coding. In the quantitative phase, the statistical population included approximately 3,500 customers of state-owned banks in Ardabil. Based on the Krejcie and Morgan’s (1970) table, a sample of 346 customers was determined and selected through stratified random sampling. Data collection tools included a researcher-made questionnaire on customer-centric banking and Keeling’s customer loyalty questionnaire, which contains 12 items. The validity of the instruments was confirmed by experts, and reliability was established by means of the Cronbach’s alpha coefficient, being higher than 0.70. In total, 200 valid questionnaires were analyzed. Data analysis was performed using SPSS and LISREL software. The results indicated that customer-centric banking, through the dimensions of data-driven decision-making, internal cultural development, experiential learning, and service digitalization, has a positive and significant impact on customer loyalty, with customer-oriented organizational culture playing a central mediating role in this relationship.