تأثیر مسئولیت اجتماعی سازمان بر رفتار شهروندی مشتری با نقش میانجی کیفیت خدمات ادراک شده و تصویر سازمان (مورد مطالعه: بانک پاسارگاد)
آرشیو
چکیده
هدف: مسئولیت اجتماعی سازمان در سال های اخیر مورد توجه بسیاری قرار گرفته است و از طریق آن مصرف کنندگان می توانند صداقت و قابلیت اطمینان یک سازمان را ارزیابی کنند. این پژوهش با هدف بررسی تأثیر مسئولیت اجتماعی سازمان بر رفتار شهروندی مشتری با نقش میانجی کیفیت خدمات ادراک شده و تصویر سازمان در بانک پاسارگاد انجام شده است.روش پژوهش: پژوهش حاضر از نظر هدف، کاربردی و از نظر روش توصیفی- پیمایشی است. جامعه آماری این پژوهش شامل کلیه مشتریان بانک پاسارگاد در شهر تهران می باشند. حجم نمونه 384 نفر محاسبه شده است.یافته ها: نتایج نشان می دهد که مسئولیت اجتماعی سازمان بر رفتار شهروندی مشتری و همچنین بر کیفیت خدمات ادراک شده و تصویر سازمان تأثیر معناداری دارد. کیفیت خدمات ادراک شده بر رفتار شهروندی مشتری تأثیر مثبت و معناداری دارد و تصویر سازمان نیز بر رفتار شهروندی مشتری تأثیر مثبت و معناداری دارد. همچنین کیفیت خدمات ادراک شده و تصویر سازمان در رابطه بین مسئولیت اجتماعی سازمان و رفتار شهروندی مشتری، میانجی گری کامل دارند. همچنین بر اساس نتایج مقدار معناداری و ضرایب مسیر، مسئولیت اجتماعی سازمان بر رفتار شهروندی مشتری، کیفیت خدمات ادراک شده و تصویر سازمان تأثیر مثبت و معناداری دارد.نتیجه گیری: نتایج نشان می دهد اقدامات مربوط به مسئولیت اجتماعی سازمان به عنوان مرجع اصلی درک مشتری از کیفیت خدمات عمل می کند. همچنین سطح بالایی از کیفیت خدمات ادراک شده برای بهبود رفتار شهروندی مشتری مفید است. اهمیت و ارزش عمده این پژوهش در یاری رساندن به سازمان ها و مؤسسات مختلف از جمله بانک ها در جهت حفظ مشتریان کنونی و جذب مشتریان جدید است، که در نهایت منجر به افزایش شهرت و اعتبار بانک، کاهش هزینه های آن در بلندمدت، افزایش تقاضا و در نتیجه افزایش سودآوری و بهبود عملکرد آتی بانک می شود.The impact of the Corporate Social Responsibility on the Customer Citizenship Behavior with the Mediating Role of Perceived Service Quality and the Organizational Image (Case Study: Pasargad Bank)
Objective: Corporate Social responsibility is a new topic in today's business that has been the subject of much debate. Because of the breadth and complexity of the concept of Corporate Social responsibility, different organizations have different interpretations of the concept. Corporate social responsibility has received a lot of attention in recent years, through which consumers can assess the honesty and reliability of an organization. The aim of this study was to investigate the impact of corporate social responsibility on customer citizenship behavior in Pasargad Bank in which the mediating role of perceived service quality and organizational image is considered.Method: This research was conducted with the aim of investigating the impact of the corporate social responsibility on the customer citizenship behavior with the mediating role of perceived service quality and the image of the organization in Pasargad Bank. In this research, after studying and examining the theoretical foundations and the background of the research conducted on the subject of the research, the components of the corporate social responsibility, customer citizenship behavior, perceived service quality, and the image of the organization were identified. In the next stage, library methods were used to collect data related to the theoretical literature and research background, and a questionnaire was used to examine the hypotheses and collect the required data about them. The present study is an applied research that has been done with survey method. The statistical population of this study includes all customers of Pasargad Bank in Tehran. The sample size is 384 people. Also in this research the available non-probability sampling method has been used.Results: The perceived services quality has a positive and significant effect on customer citizenship behavior. The organizational image also has a positive and significant effect on customer citizenship behavior. Also, in this study, the VAF index has been used to examine the mediating role of perceived services quality and organizational image in the relationship between corporate social responsibility and customer citizenship behavior. According to the obtained numbers, we can conclude that perceived services quality and organizational image have a perfect mediation in the relationship between the social responsibility of the organization and the citizenship behavior of the customer. That is, the mediating variables of this study have complete effect for the effect of the independent variable on the dependent variable. Also based on the results of significant amount and path coefficients, social responsibility of the organization has a positive and significant effect on customer citizenship behavior, perceived services quality and organizational image.Conclusions: The issue of social responsibility of the organization has been the focus of many researchers in recent years. The meaning of social responsibility of the organization is directly related to the activities that an organization engages in as a means of improving society beyond what is required by law. In this research in general, according to the conceptual model of the research, seven hypotheses were formulated and examined in the research, and the results indicated that all hypotheses were confirmed, and these results are in line with the findings of previous research. At the end of the research, practical and executive suggestions were presented based on the results obtained.
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