The Intermediary Role of the Organization's Reputation in the Relationship between Realizing Social Responsibility and the Dimensions of Customer Loyalty: (Applied Study on the Clients of Commercial Banks in Al Gharbia Governorate)

Document Type : Original Article

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Business Administration Department Faculty Of Commerce Tanta University Tanta Egypt

Abstract

 
Purpose: This study aims to model and test the direct and indirect influential relationships between social responsibility perception (SRP) (Awareness of SR practices – Trust in SR practices – satisfaction with SR practices), corporate reputation (CR) and customers loyalty dimensions [Behavioral loyalty (BL) – Attitudinal loyalty (AL)] from the perspective of commercial banks' customers, in addition to indicating the significance of differences among customers' perception of SR according to the demographic variables (Gender – age – educational level).
Approach/Methodology: The deductive approach was used to reach out a proposed model for the relationships between the research variables, and then formulating a set of hypotheses.  By using a questionnaire survey, the data was collected
regular sample of commercial banks' customers in Gharbia Governorate (337 customer). Data was processed and analyzed by SPSS & Amos statistical programs.
Findings: The results showed that SRP has a significant positive effect on CR, BL and AL; corporate reputation has a significant positive effect on customers loyalty dimensions, Results also showed that there is a significant positive role of corporate reputation (intermediating variable) in influencing the relationship between SRP and customers loyalty dimension.  Finally, there are significant differences among customers' perception of SR according to age and educational level, while there is no significant differences according to Gender
 
 

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