Evaluating the Social Role of Banks in the Customers’ Loyalty Case Study: Mellat Bank, Rasht City

The goal of this study is to evaluate the social role of banks in the loyalty of customers. To do so, and according to each of the eight sides of the study, the hypotheses were made. To collect the data to test the hypotheses, a standard questionnaire was used and distributed among 384 of banks clients in 24 branches in Rasht. To analyze the data and hypotheses, the regression analytic method was used. Based on the results, we are led to believe that satisfaction, identification, and trust in banks play a great role in loyalty and there is a positive and meaningful relationship between the social responsibility and customers’ loyalty. A financial institute like a bank can change the temporary customers to permanent ones through the right manners and social commitments. This way, they can improve their business function, too.

Social Responsibility, Loyalty, Trust, Identification, Satisfaction, Business Performance.