Investigating the role of Social Responsibility, Service Quality, and Corporate Identity of Organizations and Customers on Customer Satisfaction and Loyalty (Case Study: Pasargad Bank)

Considering the fact that the customers of a company or organization is the most important factor of profitability and prosperity are of special and importance, therefore, in this descriptive survey, the present survey investigates the effect of social responsibility on satisfaction and loyalty of Pasargad bank customers in West Tehran Branch. For this purpose, a research model has been developed, which is based on nine hypotheses. The data gathering tool was a questionnaire. Also, a random statistical sample of this study was conducted by 384 Pasargad bank customers. Data were analyzed using SPSS and LIZREL software. According to the results, the variables of social responsibility, service quality, and customer-client identity are affected by the customer satisfaction. Also, the identity of the organization and the client do not affect customer loyalty.