Social and Ethical Role of Financial Institutes as a Determinant of Customer's Behavior

In the science of organization and management, social responsibility is one part of work ethics and it is called Cross-organizational ethics. Scientists believe that Social Responsibility has a critical impact on the success and failure of organization.The goal of present study is, analyzing and investigating the influence of ethical philanthropic of financial institutes. So, two dimensions of social responsibility used in this paper. The impact of satisfaction, trust, identification, and business performance also analyzed. The method of this research is applicable - correlative. Population of the study includes all Qazvin branches of Refah Bank. 400 subjects select as sample group by Morgan Table. A questionnaire performed for gathering information. Data analyzed by confirmatory factor analysis and structure equation used for modeling the fitness of conceptual framework. Results indicate that there is a significant positive relationship between satisfaction, trust, and identification and there is a significant negative relationship between social responsibility and ethical behaviors on customer's loyalty. Ethical behavior influences on commercial performance and it enhances trust. Findings show that social responsibility has significance relationship with customer's behavior and loyalty. Financial organizations with more commitment to social responsibility would be able to achieve better financial results.