Presenting a Model of Measuring the Impact of Customer Orientation, Corporate Social Responsibility and Perceived Quality on Customer Satisfaction (Case Study: Pasargad Bank)



Today, some concepts such as corporate social responsibility can create value for the organization besides creating value for community and society. This concept can also create differentiation and competitive advantage through creating shared value. Therefore, measuring the impact of such concepts along with other concepts such as customer orientation and perceived quality of services on customer satisfaction is necessary. The purpose of this research is to present a model for measuring the impact of customer orientation, corporate social responsibility and perceived quality on customer satisfaction. In this research, besides the library search methods, a researcher-made questionnaire based on prior researches and also a SERVQUAL questionnaire were used to collect required data in order to support or reject the hypotheses. In addition, Alpha coefficient of 0.93 was calculated for the questionnaire. The survey participants and respondents to the questionnaire were 325 customers of different branches of Pasargad Bank in Isfahan city selected by simple random sampling method. The research results showed that customer orientation has a positive and direct impact on corporate social responsibility as well as service perceived quality. Furthermore, the results indicated that corporate social responsibility has an impact on service perceived quality but has no significant impact on customer satisfaction. Finally, the research findings showed that service perceived quality has a positive and significant impact on customer satisfaction.