Impact of corporate social responsibility on Customers’ loyalty

Corporate Social Responsibility (CSR) is a sensitive-raising subject emphasized by today organizations. In order to show their clearness and accountability to their stakeholders about their performances, the leading organizations as accountable organizations should show their commitments to social responsibility through their values and ensure that these commitments are deployed throughout the organization. The aim of the present study was to investigate the impact of social responsibility of organization on customer's attitudinal and behavioural loyalty in Maskan Bank Branches in Tehran. In this research, the social responsibility variable was studied for 4 dimensions (supporting the society, relationships with employees, being service-oriented and environmental protection).

In terms of aim, this research is applied and in terms of nature and methodology, it is descriptive and more specifically a causal one. The research instrument was a questionnaire containing 30 questions distributed among the members of statistical population which was comprised of all customers of Maskan Bank Branches in Tehran province and then they were collected.

The obtained data were analyzed using the statistical technique of structural equation modelling (SEM) and LISREL software. The results show that corporate social responsibility has direct and positive impact on perceived service quality and customers’ behavioural and attitudinal loyalty.