Presentation of Model of Social Liability of Companies in Banking Industry Focusing on the Variable of Brand Attachment and Its Function in the Domain of Citizenshi Rights (Grounded Theory)

 Social liability as a social activity is closely related with the citizenship rights and has caught the attention of the companies and economic organizations. For this reason, the main goal of the present study is the evaluation of the issue of social liability of the companies in view of the citizenship rights.

 The method used in this essay is the Grounded Theory. In this method, contrary to other methods that begin with the hypothesis, for construction of new theory it is sought to create a new theory in a special area. Particularly, this new theory is grounded in theideas of the professionals and experts. After the collection of their information, these ideas are announced in the form of determinate codes and finally expressed in the form of a coherent theoretical model.

 Given the ideas presented by the experts and professional in the domain of companies, such factors as social intelligence, desirable political conditions, social protection, creative leadership, accountability of managers and staff, observation of the social rights, attention to Islamic ethics, philanthropic aids and participation in the social charity activities, these can contribute to the realization of the citizenship rights. 

Given the model that was designed for the creation of social liability of companies in banking industry, the managers of the companies are required to pay increasing attention to the customers, financial transparency before them, observation of the dignity of people, helping people to solve their social problems, promotion of philanthropic perspective, observation of customer’s rights, dimensions of social value for the customers, observation of the social justice among the citizens and also application of social intelligence of the managers in dealing with the customers. These are among the factors that can increase the social liability before the citizens.