The impact of organizations social responsibility, quality of services and joint identity of organization and customer on satisfaction and loyalty of customers

Shima Eftekhari

Nowadays inattention of organizations to rights and nonconformity of ethics fundamental encountering external stakeholders, can make some problems for organization and question organisation’s legitimation and proceeding and affect profit and success of organization. Poor work ethic can affect on people attitude towark work, organization and managers and can affect individual, organizational or group performance. Whwnever this problem affect oarganization performance can affect customers attitude toward organization too. Social responsibility impact on satisfaction of staffs is studying in this paper, because customers are the most important factor of a companie’s benefit. Therefore, a research model is prepared that nine hypothesis is prepared based on it. A questionare is prepared for proving hypothesis and they have distributed among 384 customers of Pasargad Bank. Inputs processed by SPSS and LIZREL sofwares. At the end just a hypothesis rejected and the rest prooved. It is specified that social responsibilities of bank, service quality and joint indentity of organization and customer are effective on customer’s satisfaction and loyalty.