Investigating the Impact of Social Responsibility and Service Innovation on Customer Loyalty in Tehran’s Refah Bank Branches

The purpose of this study is to investigate the impact of social responsibility and banking service innovation oncustomer loyalty in Tehran’s Refah Bank branches. From purpose viewpoint, this is an applied research, andfrom data collection viewpoint, this is descriptive-survey. The research population included all customers whouse services provided by Refah Bank in the city of Tehran. Due to the dispersion of the statistical population,cluster sampling method was used to select the branches. Based on the unlimited population size formula,sample size was estimated ۳۸۴ at ۹۵% confidence level with a standard deviation of ۰.۵; therefore, ۳۸۴questionnaires were distributed. The structural equation modeling techniques have been used to conduct thenecessary analyses. The research findings showed that social responsibility and banking service innovation havea positive and significant effect on customer loyalty.

Keywords:

Social Responsibility , Service Innovation , Customer Loyalty