文章基本信息

标题：ASSESSMENT OF SOCIAL IMPACT OF MASKAN BANK ON THE CUSTOMERS’ LOYALTY (CASE STUDY: MASKAN BANK IN LORESTAN PROVINCE)
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作者：Masoud Behdadfar ; Mosayeb Cheshm Panam ; Masoumeh Mousavi 等
期刊名称：Journal of Current Research in Science
印刷版ISSN：2322-5009
出版年度：2014
卷号：2
期号：6
页码：692-701
出版社：Islamic press
摘要：Today, corporate social responsibility, for most organizations and managers is an important issue. Social responsibility programs can also increase loyalty for companies to provide specific benefits. Creating customer loyalty marketing is not only a target but also an important basis for creating a sustainable competitive advantage. The purpose of this study was to evaluate the effects of social Maskan bank in customer loyalty. To gather information needed for hypothesis testing, a standard questionnaire was used between 384 bank customers at Bank Maskan branches and 24 branches across the province randomly distributed. Banking validity was confirmed by experts. Reliability was assessed using Cronbach the obtained value is equal to 0.81. For statistical analysis and hypothesis testing, the technique of structural equations using LISREL software was used. Test results showed that the hypothesis that the relationship between satisfaction and customer loyalty; Bank Maskan identification with customer loyalty, performance satisfaction from relationships with commercial Bank Maskan, has received ethical behavior and business practice, there is a positive relationship between ethical behavior Housing Trust Bank, altruistic behavior and identity Bank Maskan, Bank trust relationship with customer loyalty and satisfaction outcomes in Bank Maskan. These findings indicate that the influence of social responsibility on consumer behavior and loyalty Bank Maskan managers should be given special attention in this regard.
关键词：Social responsibility; loyalty; responsibility; ethical; altruistic responsibilities; Bank Maskan