The evaluation of the effect of social responsibility on learners' satisfaction and loyalty for providing a model (A case study of Sama schools of Islamic Azad University)

The aim of this study was to analyze the effect of social responsibility on learners satisfaction and loyalty of Sama non-governmental schools affiliated to Islamic Azad University. The purpose of the research was applied and its method was causal-comparative, conducted as a field study. The statistical population consisted of parents of students at Sama schools all over the country. At the time of this research, based on Morgan table and return rate of questionnaires, 256 people were randomly selected as the sample size. The research data collection tool was questionnaire and Carol (1991) social responsibility, Fan (1998) satisfaction and Kim (2006) loyalty questionnaires were used. However, due to Corona pandemic, the questionnaires were distributed online. The reliability of the questionnaires was calculated and confirmed using Cronbach's alpha test of 0.89, 0.87 and 0.91, respectively. Descriptive tests, Kolmograph Smirnov were used and structural equation model fitting was tested using partial least squares method. The results showed that in Sama non-governmental schools, there are four types of responsibilities including: economic, social, humanitarian and legal, the implementation of which has a direct impact on the satisfaction and loyalty of parents and students. In fact, by emphasizing the social responsibility of their organization and providing sustainable and responsible services to parents and students and observing ethical charters, and employing experienced teachers and up-to-date facilities and equipment, the principals of Sama schools can provide parents and students satisfaction and increase parental loyalty to the schools.