An Analysis the Impact of Corporate Social Responsibility on Customer Loyalty (Pasargad Bank in Ahwaz)

Subject Areas : Jounal of Marketing Management

A. Mojoodi ¹ , A. Darzian Azizi ² , P. Ghasemi ³

1 - دانشگاه آزاد اسلامی، واحد اندیمشک، گروه مدیریت بازرگانی، اندیمشک، ایران
2 - استادیار، عضو هیئت علمی دانشگاه شهید چمران اهواز
3 - کارشناس ارشد مدیریت بازرگانی (بازرگانی بین الملل )، کارشناس کمیسیون بانک و بیمه اتاق بازرگانی، صنایع، معادن و کشاورزی اهواز

Received: 2014-05-02 Accepted : 2014-05-02 Published : 2014-04-21

Keywords: Corporate social responsibilit, Perceived service quality, Satisfaction, behavioral loyalty, Attitudinal Loyalty,

Abstract :

Purpose -Corporate social responsibility (CSR) is of increasing concern and holds strategic implications to companies across industries. Large companies invest substantially in CSR initiatives. The willingness to invest in CSR emphasizes it is not a cost, a constraint, or the right thing to do but is a source of competitive advantage. Nowadays, CSR has become increasingly significant for a wide range of organizations and for the managers that work within them. Thus, this research aims to describe the effect of corporate social responsibility on perceived service quality, customer satisfaction and loyalty. Design/methodology/approach – To complete this research, 450 questionnaires was distributed between the customers of Pasargad bank (Branch Supervision) in Ahwaz; of which 380 questionnaires were collected. The research method is an applied research in terms of aim and in terms of method is descriptive. The hypothesis test was accomplished by Lisrel software. Findings –The research results showed that the corporate social responsibility has direct and positive effect on the perceived service quality and satisfaction and also satisfaction has direct and positive effect on attitudinal and behavioral loyalty of customers. Practical implications –The study provides a set of findings relating to CSR initiatives and perception of service quality that could be readily incorporated into banks’ corporate strategic plans.