Examining the impact of social responsibilities of the bank on employee performance and customer satisfaction and loyalty
Subject Areas :
علی حمیدی زاده
1
(استادیار ،گروه مدیریت پردیس فارابی دانشگاه تهران ، قم، ایران.)
رسول ثانوی فرد
2
(استادیار ،گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.)
مهسا اسدالله
3
(دکتری مدیریت بازاریابی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.)
Keywords: Social Responsibility, Customer Satisfaction, Customer Loyalty, Perceived Quality, Employees Performance.,
Abstract :
: Corporate social responsibility has attracted many researchers over the past decade. Since the organizations need to serve different kinds of people (such as shareholders, customers and employees), It is important for them to be familiar with social responsibility because it creates great opportunities for growth and prosperity in the market and among customers. In this way, they would have the ability to acquire a good reputation in the market, and create a positive image of themselves in customers’ mind. The main objective of this study is to investigate the influence of social responsibility of the bank on employee performance and customer satisfaction and loyalty. Statistical universe of the research included customers of a private bank (whose name has not been mentioned in this study due to confidentiality). In this research, by using random sampling method, 189 people from Tehran branches of the bank were selected. Finally, after distributing 200 copies of questionnaire in the statistical universe, 189 questionnaires were accepted to analyze. Further, to analyze data, we employed structural equations modelling (SEM) using Warp PLS software. Results show that social responsibility affects employee performance and perceived quality of services however it does not have any significant impact on customer satisfaction. In addition, employee satisfaction has a significant impact on customer satisfaction contributing to customer behavioral and attitudinal loyalty
Bauman, Christopher W. and Skitka, Linda J. (2012). Corporate social responsibility as a source of employee
satisfaction, Research in Organizational Behavior, No.32, 63-86.
Benlemlih, M. and Bitar, M. (2016). Corporate Social Responsibility and Investment Efficiency,J, Bus Ethics,
DOI: 10.1007/s10551-016-3020-2.
Bhattacharya, C.B., Korschun, D. and Sen,S. (2009). Strengthening stakeholdercorporate relationships
through mutually beneficial corporate social responsibility initiatives, Journal of Business Ethics, No.85, 257-
272.
Caceres, R. and Paparoidamis, N. (2007). Service quality, relationship satisfaction, trust, commitment and
business -to-business loyalty, European Journal of Marketing, No.41 (7/8), 836-867.
Carlson, J. and O’Cass, A. (2010). Exploring the relationships between e-service quality, satisfaction,attitudes
and behaviours in content-driven e-service web sites, Journal of Services Marketing, No.24 (2), 112–127.
Carroll, A.B. (1999). Corporate social responsibility: Evolution of a definitional construct, Business and
Society, No.38(3), 268-295.
Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer
satisfaction, European Journal of Marketing, No.36 (7/8), 811-828.
Chaudhuri, A. and Holbrook, M, B. (2001). The chain of effects from brand trust and brand affect to brand
performance: The role of brand loyalty, Journal of Marketing, No. 65, 81-93.
Chatterji, A. K., Levine, D. I. and Toffel, M. W. (2009). How well do social ratings actually measure corporate
social responsibility?, Journal of Economics and Management Strategy, No.18 (1), 125-169.
Chen, C.H . (2011) . The major components of corporate social responsibility, Journal of Global
Responsibility, No.2(1), 307-319.
Chomvilailuk, R., and Butcher, K. (2010). Enhancing brand preference through corporate social responsibility
initiatives in the Thai banking sector, Asia Pacific Journal of Marketing and Logistics, No.22(3), 397-418.28
Costa R, and Menichini T. (2013). A multidimensional approach for CSR assessment: the importance of the
stakeholder perception, Expert Systems with Applications , No.40(1): 150–161.
Font, X., Walmsley, A., Cogotti, S., McCombes, L. and Häusler, N. (2012). Corporate social responsibility:
The disclosure-performance gap, Tourism Management, No. 33 (6), 1544-1553.
Formbrun, C., and Shanley, M. (1996). What's in a name? Reputation building and corporate strategy,
Academy of Management Journal, No.33(2), 233-258.
Freeman, I. and Hasnaoui, A. (2011). The meaning of corporate social responsibility: The vision of four
nations, Journal of Business Ethics, No.100 (3), 419-443.
Ganguli, S. and Kumar Roy, S. (2011). Generic technology–based service quality dimensions in banking,
International Journal of Bank Marketing, No. 29 (2), pp. 168-189.
Ghazizadeh, Mustafa, Sardari, Ahmad; Daneshkhahi, Hamed, and Raeesi, Hossein (2013). Identify the
relationship between corporate social responsibility and customer loyalty (Case Study: Mellat Bank), Journal
of New Marketing Research, No. 10 (3), Vol .3, 75-94. (In Persian)
Hair ,J.F., Ringle, C.M., and Sarstedt ,M. (2011). PLS-SEM: Indeed a Silver Bullet, Journal of Marketing
Theory and Practice, No.19(2) , 139-152 .
HasanZade, Zhale Farzane and Roshan, Seyyed Aligholi (2013), the impact of Social responsibility on quality
and outcomes of organizational relationship, Journal of Organizational Behavior, No. 6(3), Vol .2 , 109 -136.
(In Persian)
Kruger, P. (2015). Coroprate goodness and shareholder wealth. Journal of Financial Economics, 115(2), pp.
304-329.
Lee, Seoki and Heo Cindy, Yoonjoung .(2009). Corporate social responsibility and customer satisfaction
among US publicly traded hotels and restaurants,International Journal of Hospitality Management, No.28(4),
635-637.
Lee, Seoki; Seo, Kwanglim and Sharma, Amit .(2013). Corporate social responsibility and firm performance
in the airline industry: The moderating role of oil prices, Tourism Management, 38, 20-30.
Luo, X. and Bhattacharya, C. (2006). Corporate social responsibility, customer satisfaction, and market value,
Journal of Marketing, No.70(4), 1-18.
Mandhachitara, R. and Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility.
Journal of Services Marketing; No.25(2). 122–133.
MellatParast, M. and Adams, S. G. (2012). Corporate social responsibility, benchmarking, and organizational
performance in the petroleum industry: A quality management perspective, International Journal of Production
Economics, No.139 (2), 447–458.
Meller J.J., and Hansan T. (2006) .An Empirical examination of brand loyalty, Journal of Product & Brand
Management, No.15(7) , 442-449.
Mojoodi, Amin; Dorzian Azizi; and Ghasemi, Pariya (2014). The effect of corporate social responsibility on
customer loyalty (Case Study: Pasargad Bank in Ahvaz), Journal of Marketing Management, No. 9(22), 99-
116. (In Persian)
Oliver, Richard L. (1999). Fundamental Issues and Directions for Marketing, Journal of Marketing, Vol. 63,
33-44.
Olowokudejo, F . Aduloju, S.A. and Oke , S.A. (2011). Corporate social responsibility and organizational
effectiveness of insurance companies in Nigeria, Journal of Risk Finance , No.12(3), 156-167.
ParadaDaza, J. (2009). A valuation model for corporate social responsibility, Social Responsibility Journal,
No. 5(3), 284-299.29
Parasuraman, A., Zeithaml, V.A. and Berry, L.L., A. (1988). Communication and control processes in the
delivery of service quality, Journal of Marketing, No.52(2), 35-48.
Pritchard, M., Havitz, M. and Howard, D. R. (1999). Analyzing the commitment-loyalty link in service
contexts, Journal of the Academy of Marketing Science, No.27 (3), 333-348.
Robbins, Stephen and Coulter, Mary.(2007).Management, New Jersey: Prentice Hall.
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, No.38(2), 225-243.
Solomon Olajide, F. (2014). Corporate Social Responsibility (CSR) practices and Stakeholders Expectations:
The Nigerian Perspectives. Research in Business and Management, 1(2):13,31-34.
Sungbeen, P., Sujin, S. and Seoki, L. (2017). Coprorate social responsibility and systematic risk of restaurant
firms: The moderating role of geographical diversification,Tourism Management, 59, pp. 610-620.
TahHsu, K. (2011). The advertising effects of corporate social responsibility on corporate reputation and brand
equity: Evidence from the life insurance industry in Taiwan, Springer Science and Business Media B.V., 1-
13.
Tsa, W., Hsu, J., Chen , C., Lin, W. and Chen , S. (2010). an integrated aPProach for selecting corporate social
responsibility programs and costs evaluation in the international tourist hotel, International Journal of
Hospitality Management, No. 29(3), 385-396.
Tuan, L. (2014). Corporate social responsibility, leadership,and brand quity in healthcare service. social
responsibility journal, 8(3): 347-362.
Wahba, H. and Elsayed, K. (2015). The mediating effect of financial Performance on the relationship between
social responsibility and ownership structure, Future Business Journal, DOI: 10.1016/j.fbj.2015.02.001
Walsh, Gianfranco and Bartikowski, Boris .(2013). Exploring corporate ability and social responsibility
associations as antecedents of customer satisfaction crossculturally, Journal of Business Research, No. 66(8),
989-995.
Yuksel, A. , Yuksel, F. and Bilim, Y. (2010). Destination Attachment: Effects on Customer Satisfaction and
Cognitive, Affective and Cognitive Loyalty, Journal of Tourism Management, No. 31, 278.
Zhu, F. X. , Wymer Jr., W. and Chen I. (2002). IT-based service quality in consumer banking ,International
Journal of Service Industry Management, No.1(13), 69-90.