Impact of Social Responsibility on Customer Loyalty Due to the Mediating Role of Mental Image and Trust in Yazd Teaching Hospitals

It is clear that customer's loyalty is one of the main factors which influences on the success of organizations. Therefore, all productive and serving organizations should investigate the factors having influence on such criterion and present them to the managers. Regarding the mediating role of trust and mental imagination of the customers, this article focuses on investigating the effect of social responsibility of training hospitals on the loyalty of patients in Yazd city.
This is a descriptive, correlation-casual study in which 384 persons were selected as the sample data was gathered by use of a questionnaire. The achieved Cronbach's alpha was more than7%. Finally, data was analyzed by use of Pearson's correlation coefficient. Moreover, the relationship between the variables was investigated using SPSS and Amos software.
Due to the findings, it became clear that most of the answerers were male employees among whom 45% were at the ages of 41 to 50. At statistic part, it became clear that there is a meaningful relationship between the all variables.
Results show that factors loyalty and mental imagination are positively influenced by social responsibility. Furthermore, mental imagination influences positively on trust and social responsibility has indirect effect on it. Moreover, results show that there is a direct relationship between factors social responsibility and loyalty of the clients.