Designing and evaluating a model for corporate social responsibility in the field of banking marketing with Meta- Synthesis approach

Subject Areas :

ali mir ¹ (Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran)
farshid namamian ² (Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran)
fakhredi maroofi ³ (Department of Business Management, Kordestan University, Sanandej, Iran.)
alireza moradi ⁴ (Department of Economic, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran)

Received: 2022-05-27 Accepted : 2022-05-27 Published : 2022-01-21

Keywords: Marketing, Advertising, Corporate Social Responsibility, Mellat Bank, Melli Bank,

Abstract :

The subject of this research is the design and evaluation of a model for CSR in the field of marketing of of MELLI and MELLAT banks. This research is applied in terms of purpose and in terms of method and nature of implementation is a type of survey and qualitative and quantitative combination, A total of 71 researches conducted were reviewed and with the 7-step method of Sandlowski and Barroso (2017) and the comments of 12 managers of marketing of MELLI and MELLAT banks, led to the presentation of a qualitative model.In the part of evaluating the model, a questionnaire was designed based on the obtained categories and distributed among the marketing staff . 118 answered the questionnaires by available sampling method. In the qualitative section, 16 categories such as environmental protection, ethics, work environment improvement, transparency, financial responsibility, accountability, charity, welfare and health, the need for organizational strategy and strategic approach, as well as the need for rule of law and the emphasis on cooperation in the comprehensive development of the country was identified. In the quantitative part, the model was evaluated by the method of structural equations, and after removing the category of customer expectations from the socio-environmental dimension that did not obtain the required scores, the model was modified in three dimensions (individual and organizational, financial and economic, social and environmental) and 15 categories were identified as appropriate in terms of factor load and meaningful numbers were found to be appropriate.