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Register a new userA study of the impact of social responsibility on the brand image and loyalty of Al-Barka Bank customers in Syria
دراسة أثر المسؤولية الاجتماعية على الصورة الذهنية و الولاء لدى عملاء بنك البركة في سورية
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Syrian Virtual University رسالة ماجستير
Publication date
2017
and research's language is
العربية
Created by
Shamra Editor
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حاز موضوع المسؤولية الاجتماعية للشركات مؤخراً على اهتمام الباحثين نظراً لأهميته، حيث لوحظ تزايد ملحوظ بالرغبة في دراسة الرابط ما بين المسؤولية الاجتماعية للشركات و العملاء. تهدف هذه الدراسة إلى بيان أثر أبعاد المسؤولية الاجتماعية في بنك البركة على الصورة الذهنية للبنك لدى العملاء و ولاء العملاء لهذا البنك اعتماداً على ما يقوم به من نشاطات تخص المسؤولية الاجتماعية كما تهدف إلى التعرف على مفهوم المسؤولية الاجتماعية و ابعادها. و قد تكون مجتمع الدراسة من عملاء فروع بنك البركة سورية حيث تم توزيع استبيان الكتروني و دعوتهم للإجابة عليه ومن ثم تم استرداد 88 استبيان عملت الباحثة على تحليلهم باستخدام عدد من الأساليب الإحصائية على برنامج SPSS بهدف الحصول على نتائج الدراسة. و قد خلصت الدراسة إلى وجود أثر لأبعاد المسؤولية الاجتماعية (البعد المجتمعي، البعد التعليمي و البعد البيئي) على كل من الصورة الذهنية و ولاء العملاء للبنك، و من خلال هذه النتائج عرضت الباحثة مجموعة من التوصيات بهدف زيادة نشاط البنك بما يخص المسؤولية الاجتماعية لما لذلك من أثر يعود بالمصلحة على البنك و العملاء و المجتمع.
The subject of social responsibilities has recently received the attention of researchers due to its importance; there exists a growing interest in studying the links between CSR and Customers. The purpose this study is to investigate the impact of social responsibility dimensions of ALBARAKA BANK on customer’s brand image and customer’s loyalty based on its social responsibility activities, and to identify the concept of social responsibility and its dimensions. A research framework was developed and data was collected through electronic survey questionnaires from customers of ALBARAKA BANK branches in Syria. In order to obtain the results of the study, the researcher analyzed the 88 questionnaires that were retrieved and then used a number of statistical methods using SPSS program. The study found that there is an impact of the dimensions of social responsibility (cultural, educational and environmental) on both brand image and customer loyalty. Through these results, the researcher presented a set of recommendations aimed at increasing the bank's activity in terms of social responsibility.
References used
Valas Elly., (2005), Small business Survives. Dealerscope;Vol.(47), No.(l),P.54
Alrubaiee, L. (2012). Exploring the Relationship between Ethical Sales Behavior, Relationship Quality, and Customer Loyalty International Journal of Marketing Studies, 4(1), 7-25
Aris, Lam), 2016 The impact of corporate social responsibility on customer loyalty: a study of the banking industry in Hong Kong Submitted for the degree of Doctor of Philosophy Heriot-Watt University Edinburgh Business School May 2016
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