Authors : Morteza Faraji and Hamid Reza Hosseinzadeh
Abstract: Corporate Social Responsibility (CSR) study is the issues that have been studied in recent decades and of high strategic importance. The main motivation of corporate social responsibility is significant potential benefits that companies can achieve because corporate social responsibility programs have a significant impact on related issues such as customer satisfaction and loyalty, this study aimed to investigate the influence of social responsibility, quality of service and common identity on the organization-customer satisfaction and customer loyalty. This study is applied and the method of data collection is descriptive and correlational. Sample of this study are clients of Tehran Branch of the Melli Bank which each randomly selected sample of 384 questionnaires collected data and hypotheses were examined using structural equation model and LISREL software. Findings showed that the corporate social responsibility of the customer organization on shared identity and quality of service and customer satisfaction a significant positive effect on the organization of joint identity of the customer, customer satisfaction and loyalty significant positive effect on customer loyalty and common identity of the customer organization has a positive effect and has a significant positive effect on customer loyalty and satisfaction. Well as the impact CSR and impact on customer loyalty and customer satisfaction is significant not shared identity of the customer organization.
Morteza Faraji and Hamid Reza Hosseinzadeh, 2016. The Effect of Social Responsibility, Quality of Service and Common Identity on the Organization-Customer Satisfaction and Customer Loyalty in the Branches of the Melli Bank in Tehran. International Business Management, 10: 1020-1025.