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Investigating the relationship between social responsibility and customer satisfaction and organizational attractiveness in the banking system with the mediating role of organizational reputation
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Eesa Niazi1   , Ramin Bagheri2 , Sadegh Farahi3 |
1- Assistant Professor, Golestan University , e.niazi@gu.ac.ir
2- Assistant Professor, Shargh-e-Golestan Higher Education Institute
3- Shargh-e-Golestan Higher Education Institute |
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Abstract: (88 Views) |
The present research was conducted with the aim of investigating the relationship between social responsibility and customer satisfaction and organizational attractiveness with the mediating role of organizational reputation. The research method used is descriptive survey and correlation type. The statistical population in this research is all the customers of Melli Bank, Saderat, Mellat and Qavamin branches in Gorgan, which considering the large number of members of the statistical population, the sample size is 384 people. Non-probability sampling method is available. To collect data, a standard questionnaire was used, the validity of which was confirmed by the opinion of professors and the reliability of which was confirmed by calculating Cronbach's alpha of 0.81. The results of this research show that social responsibility can significantly affect the reputation and customer satisfaction and also increase organizational attractiveness. These results emphasize that by investing in corporate social responsibility programs and strengthening their reputation, organizations can help improve customer experience, attract talent, and enhance their market position. The results of this research show that paying attention to social responsibility and trying to improve the organization's reputation can be considered as an important competitive advantage in today's competitive world. According to recent research results, it seems that corporate social responsibility acts as a strategic tool in brand management and improving relationships with customers and employees. Therefore, organizations should pay special attention to strengthening corporate social responsibility programs and improving their organization's reputation as a key strategy to increase customer satisfaction and attract talent. |
Article number: 20 |
| Keywords: social responsibility, customer satisfaction, banking system |
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Full-Text [PDF 639 kb]
(30 Downloads)
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Article type: Research |
Subject:
General
Received: 2024/12/14 | Accepted: 2025/02/13 | Published: 2025/02/28
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