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Model of Corporate Social Responsibility (CSR) In the Banking Industry, with Emphasis on the Brand Attachment Variable and Organizational Citizenship Behavior (OCB)
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Abstract: (724 Views) |
Background: The purpose of this study is to propose the model of corporate social responsibility (CSR) in the banking industry, with emphasis on the brand attachment variable and organizational citizenship behavior (OCB).
Method: The method of the present study is mixed; its statistical population consists of the senior sector of the banking system in the qualitative sector and the bank customers in the quantitative sector. In the qualitative part, using purposive sampling method, 20 people and in the quantitative part, using simple random sampling method, 320 customers of 4 private and public banks were selected as a statistical sample. The data collection tool was a semi-structured interview in the qualitative part and a questionnaire in the quantitative part. Data coding in the qualitative part using MAXQDA software and in the quantitative part of structural equations, path coefficient and PLS software were used.
Results: The researcher conducted 20 interviews, theoretically saturated, and finally extracted 152 open-source codes. Based on the theoretical literature, the researcher conducted axial and selective coding and presented the results in six main dimensions and thirty-three sub dimensions.
Conclusion: Nowadays, the banking sector has become the most important economic, monetary and financial institution in the country and the expectations of customers in the industry are becoming more complex. These changes in the money market on the one hand, and the citizens and customers behaviors, and the increasing use of new technologies, on the other hand, has doubled the need to use social responsibility |
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| Keywords: Corporate social responsibility, Brand attachment, Ethics, Organizational citizenship behavior |
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Full-Text [PDF 687 kb]
(282 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2020/03/5 | Accepted: 2020/05/6 | Published: 2022/06/16
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