A Study of The Relationship between Perception of Corporate Social Commitment and Customer Behavior

The concept of corporate social commitment has in recent decade turned into the main subject of the administration of companies and organizations. It offers methods which are used by organizations in their own business and which respond the society's expectations and their commercial, legal, moral and social expectations. However, corporate social commitment and its perception is not known to many organizations and customers and is penetrating organizations to slowly. The main purpose of this article is to investigate the relationship between corporate social commitment perception and customer behavior in Iran Insurance Company based on Carroll's Pyramid. The population includes Iran Insurance Company's customers in Gilan province. 250 questionnaires were distributed based on convenience cluster sampling and 224 questionnaires were collected for evaluation. e\structural equation analysis has been used in this research, using SMART PLS software. Before examining the hypotheses, mean and standard deviation were used for description of the variables and path standard coefficient and coefficient of determination were calculated for evaluation of the hypotheses. By the way, GOF indicator was used for further confirmation of the model, and t-statistic was used to show significance of the independent variable's effect on the dependent variable. Results reveal that the dimensions of corporate social commitment perception (the economic, the legal, the ethical and the philanthropic, respectively) affect customer behavior, but from the perspective of Iran Insurance Company's customers, this company gives the most importance to the legal dimension. Therefore, we have made some suggestions in order to help Iran Insurance Company to improve its social commitment activities and create satisfaction, loyalty and trust among its customers.