بررسی تأثیر مسئولیت اجتماعی بانک‌ها بر نگرش و رفتار مشتریان

Corporate social responsibility (CSR) has recently attracted the attention of many organizations, especially banks. In fact, by social responsibility we mean a series of duties and obligations that organizations must undertake to safeguard and help the social environment they work in. Today, all organizations, regardless of the type of their activities, have come to notice their being responsible and accountable for all their shareholders, environmental protection and the society in which they are active. Thus, this research seeks to investigate the impact of corporate social responsibility initiatives on banking customers. The three different CSR initiatives mentioned in this research are customer-centricity, philanthropy and environmental protection.    From the ‘practical objective’ and ‘data collection’ points of view, this is a descriptive survey research and the data are gathered with a ۲۷ item and ۷ point Likert scale questionnaire. Because it measures the relations between the variables, it is correlational and in regard to the data obtained by the tests, it is a field research. By using Cochran formula, from ۴۰۰ questionnaires distributed among Maskan Bank clients, a ۳۸۲ sample volume was analyzed using SPSS۲۳ software and descriptive and inferential statistics. The Cronbach Alfa coefficient was used to determine the reliability of the questionnaire with the result ۰.۹۳, and for checking the questionnaire’s validity we used Content Validity Ratio together with the supervising and advising professors’ opinions as well as factor analysis. Finally, the hypothesis was tested with MANOVA method.

Keywords:

مسئولیت اجتماعی , ابتکارهای مشتری‌مداری , ابتکارهای بشردوستانه , ابتکارهای حفظ محیط‌زیست. طبقه‌بندی M۱۴ :JEL