Representing a model for measuring social responsibility in Tejarat Bank by brand orientation approach

Reza Jafari Afshar ¹ (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Irann)
Seyyed Abbas Heidari ² (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)

Submited date : 2022-07-30 accepted date : 2023-01-01

Keywords: Customer Orientation, Marketing capabilities, legal and ethical factors, attending to environment,

Abstract :

Abstract Nowadays social responsibility is key factors for organizations. Because it effects on lots of organizational outputs and most ones try to develop their social responsibilities for improving their reputation. In the current research, a model for measuring social responsibility was represented. The research was done by mix method (qualitative and quantitative). Statistical society in qualitative part includes 10 experts and in quantitative one contains 213 employees and managers in levels of Tejarat bank from which 213 ones were selected by Cochran sampling formula. First of all, emphasizing views of Tejarat Bank experts, preliminary model includes three dimensions, nine components and 45 indices was extracted. Continuously applying structural equation model in LISREL software environment the extracted model was tested and finally final definitive model of social responsibility includes customer orientation (contains accountability and service quality), legal and ethical factors (contains stakeholders, employees, members of society and organizational activities) and attending to environment (contains environmental factors, internet marketing and representing internet services) was gained. Regarding high influence of legal and ethical factor on Tejarat Bank brand development, legal and ethical approach is suggested for the bank. Keywords: marketing capabilities, customer orientation, legal and ethical factors, attending to environment