Investigating the role of Social Responsibility, Service Quality, and Corporate Identity of Organizations and Customers on Customer Satisfaction and Loyalty (Case Study: Pasargad Bank)
Subject Areas :
Journal of Value Chain Management
abdillah naami
1
,
seyedeh shima eftekhari sinjani
2
,
Aliakbar Shahri Mejarshin
3
1 - Assistant Professor, Department of Management, Islamic Azad University, Tehran South Branch, Tehran, Iran.
2 - Ph.D. Student, Department of Management, Islamic Azad University, Kish International Branch (Southern Tehran), Kish Island, Iran.
3 - Ph.D. Student, Department of Management, Islamic Azad University, Kish International Branch (Southern Tehran), Kish Island, Iran.
Received: 2017-01-13
Accepted : 2017-07-06
Published : 2017-08-23
Keywords:
Service Quality,
Customer Loyalty,
Social Responsibility,
Customer Satisfaction,
Organization-Customer Shared identity,
Abstract :
Considering the fact that the customers of a company or organization is the most important factor of profitability and prosperity are of special and importance, therefore, in this descriptive survey, the present survey investigates the effect of social responsibility on satisfaction and loyalty of Pasargad bank customers in West Tehran Branch. For this purpose, a research model has been developed, which is based on nine hypotheses. The data gathering tool was a questionnaire. Also, a random statistical sample of this study was conducted by 384 Pasargad bank customers. Data were analyzed using SPSS and LIZREL software. According to the results, the variables of social responsibility, service quality, and customer-client identity are affected by the customer satisfaction. Also, the identity of the organization and the client do not affect customer loyalty.
References:
رحمان سرشت، حسین (1377) تئوری‌های سازمان و مدیریت، جلد اول، تهران، مؤسسه انتشارات فرهنگی فن و هنر. شماره 136.
رحمان سرشت، حسین. (1388). مسئولیت اجتماعی و اخلاقیات فرا سازمانی، مجله تدبیر، شماره 204.
گروه کارشناسان ایران. (1386). مسئولیت اجتماعی سازمان (CSR) با رویکرد مدل " EFQM " انتشارات کیفیت و مدیریت با همکاری نشر مرندیز.
موجودی، امین (1392). بررسی تاثیر مسئولیت‌پذیری اجتماعی سازمان به وفاداری مشتریان (بانک پاسارگاد اهواز) مجله مدیریت بازاریابی، شماره 22.
ونوس، امیر (1391). مسئولیت‌پذیری اجتماعی و مشتریان وفادار، مجله مدیریت توسعه بازار، شماره 132.
هس مر، ال تی، (۱۳90): اخلاق در مدیریت، ترجمه سید محمد اعرابی و داوود ایزدی، تهران، دفتر پژوهش‌های فرهنگی.
Arikan, E. Guner, S (2013) the impact of corporate social responsibility, service quality and customer- company identification on customers, Social and Behavioral Sciences 99.
Brown, T. J., & Dacin, P. A. (2014). The company and the product: Corporate associations and consumer product responses. Journal of Marketing. No 36.pp136.
Caceres, R. & Paparoidamis, N. (2007). “Service quality, relationship satisfaction, trust, commitment and business -to-business loyalty”, European Journal of Marketing, 41 (7/8), pp. 836-867.
Cronine, Caplan2010 AL, Marion DW, Palmer AM, Schiding JK, et al. Regulation of iterstitial
Excitatory amino acid concentrations after cortical contusion injury. Brain Res 2002; 935 (1-2): 40-6.
Freeman, R. Edward, & Stoner, A.F James (2011) Management, Prentice Hall of India, New Delhi.
Galbreath, J. (2010). “Building corporate social responsibility into strategy”, European Business Review, 21 (2), pp. 109-127.
Ghazizadeh, M., Besheli, A. S., & Talebi, V. (2013). Assessing of bank customers retention and loyalty: A case study of state owned Banks in Tehran. European Journal of Social Science, 17.
Laonto, I. & Hasnaoui, A. (2011). “The meaning of corporate social responsibility: The vision of four nations”, Journal of Business Ethics, 100 (3), pp. 419-443.
Leo, Wayne and Murali Raman & Sumitra. Nair. (2012) the impact of corporate social responsibility on consumer loyalty, Kajian Malaysia, Vol. 30, No.2.
Mandachitara, B., & White, S. (2013). Service Quality: Research Perspective. UK.London: SAGE Publications Ltd.
Maxham, P. (2011). “How after-sales service quality dimensions affect customer satisfaction”, African Journal of Business Management, 5 (17), pp. 7658-7664.
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1990). A conceptual model of service quality and its implications for future research. Journal of Marketing 49(4), 41-50.
Sen, S. and Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2).
_||_
