Considering the Causal Relationship of Organizational Justice with Customer Satisfaction through the Mediating Role of Social Capital in Commercial Banks

Today, customer satisfaction as a factor of success of companies has a main importance in the marketing literature. This study has been done to identify factors affecting customer satisfaction with an emphasis on the social capital and the organizational justice. The statistical population of the study includes staff and customers of the commercial banks in Tehran, Qom and Markazi provinces. To collect data, cluster sampling and questionnaire were used. Among the questionnaires distributed among employees and customers, 155 and 257 questionnaires were returned, respectively. The reliability and validity of the questionnaires was evaluated and verified by using Cronbach's alpha, composite reliability and average variance extracted (AVE). Structural equation modeling was used to test the conceptual model. The results show that all the paths from the organizational justice and the social capital to the customer satisfaction as well as paths of the social capital to customer satisfaction with the mediator of the justice are meaningful. Thus, the relationship between them is confirmed. It can be concluded that investment in the social capital in the equity can help to improve customer satisfaction.