Analyzing the Relationship between Social Responsibility and the Quality of Banking Industry Services: The Mediating Role of Ethical Marketing

The present study aimed to analyze the relationship between social responsibility and the quality of services in the banking industry with respect to the mediating role of ethical marketing strategy.               

This research is applied in terms of purpose and descriptive-survey approach. The statistical population of this research was the customers of the banking industry in Tehran, from which 400 people were selected by simple random sampling and participated in the research. The data collection tool was a researcher-made questionnaire. In order to analyze the data, structural equation modeling method and SPSS and LISREL software were used.

Based on the results, the first three hypotheses of the study were confirmed due to their larger significance number of (1.96) and positive standard coefficient (significant number of the path between the two variables of social responsibility and ethical marketing strategy). (16/18), between social responsibility and quality of banking services (8/8) and between ethical marketing strategy and quality of banking services (9/88). Banking services were approved.

Undoubtedly, the attention of financial institutions and banks to the issue of social responsibility can affect the quality of their services and ultimately customer satisfaction and loyalty, which in this way can benefit from mechanisms such as ethical marketing and achievement to the goal.