Investigating the Effect of Social Marketing on Customer Loyalty with Mediating Role of Social ResponsibilityCase Study: Bank Saderat in Tehran

Creating and maintaining the brand loyalty, is one of the main research topics for marketers from far times up to now. Marketers have used a variety of methods to retain the loyalty of their customers. One of the recent methods is social media marketing. So the purpose of this research is to evaluate the impact of social marketing on customer loyalty with the mediating role of social responsibility among employees of Bank Saderat in Tehran. Research method is applied and is a kind of descriptive -survey research and the statistical population of this research are Tehran s Saderat bank customers. Research method is applied and is a kind of descriptive -survey research and the statistical population of this research are Tehran s Saderat bank customers. Sampling method for this research is stratified random sampling method. The statistical sample size was obtained equal to 384 people by using Morgan table for this research. The social marketing questionnaire of Shokrollahi (2016) includes 6 dimensions of loyalty and customer behavior researcher made questionnaire consisted of three dimensions of attitudinal loyalty, behavioral loyalty, cognitive loyalty and questionnaire of organization s Social Responsibility (Carol model) includes dimensions: economic, legal, ethical, humanitarian and 25 questions. Validity of the questionnaires was confirmed by experts for content and face and reliability of the questionnaires was confirmed with the help of Cronbach s alpha coefficient for the questionnaire of Customer Loyalty 0.81, 0.82 for questionnaire of social marketing strategies and 0.79 for social responsibility questionnaire. Structural equations with the help of Amos software have been used to test the research hypotheses. The results obtained from research showed that social marketing has an effect on customer loyalty and social responsibility, social responsibility has a positive effect on customer loyalty and social responsibility has a mediator role between the effectiveness of social marketing on customer loyalty.

Keywords:

Marketing , Social Marketing , Social Responsibility , Loyalty