Investigating the effect of social marketing on bank customer loyalty; The mediating role of social identity

The purpose of this study is to investigate the effect of social marketing on customer loyalty of Bank Mellat Tehran. The present research is methodological in terms of survey and applied in terms of purpose. The statistical population of this research includes Bank Mellat customers. Simple random sampling method was used for sampling. Using Cochran's formula, the sample size is 384. Descriptive and inferential statistical methods were used to analyze the data collected through the questionnaire. In order to test the research hypotheses, a simple and multiple regression model has been used. Findings show that the dimensions of social marketing have a significant correlation with customer loyalty of Bank Mellat Tehran. The results of simultaneous regression analysis show that the desirable social behavior of employees, customer orientation, service nature and social marketing mix have been able to explain a total of 0.15% of the variance of customer loyalty and according to each of the regression coefficients, constant value and level Significance of each of the independent variables The results show that the significance level of regression coefficients of employees' desirable social behavior and social marketing mix is ​​less than 5%. Therefore, these variables are significant at 95% confidence level. To compare the two variables of employees 'social behavior and social marketing mix, considering that the standard coefficient of marketing mix (0.28) is higher than the standard coefficients of employees' social behavior (0.15), so the social marketing mix has a greater effect on changes in dependent variable (loyalty). Customers) has.