نوع مقاله : مقاله پژوهشی
نویسندگان
1 عضو هیئت علمی دانشگاه آزاد اسلامی واحد تهران جنوب
2 دانشجوی دکتری تخصصی، گروه مدیریت، دانشگاه آزاد اسلامی، واحد بینالملل کیش (تهران جنوب)، جزیره کیش، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Considering the fact that the customers of a company or organization is the most important factor of profitability and prosperity are of special and importance, therefore, in this descriptive survey, the present survey investigates the effect of social responsibility on satisfaction and loyalty of Pasargad bank customers in West Tehran Branch. For this purpose, a research model has been developed, which is based on nine hypotheses. The data gathering tool was a questionnaire. Also, a random statistical sample of this study was conducted by 384 Pasargad bank customers. Data were analyzed using SPSS and LIZREL software. According to the results, the variables of social responsibility, service quality, and customer-client identity are affected by the customer satisfaction. Also, the identity of the organization and the client do not affect customer loyalty.
کلیدواژهها [English]