International Business Management
ISSN: OnlineISSN: Print 1993-5250
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Abstract
Attention to social responsibility in the banking sector is embodied as a tool for increased profits and legitimizing the economic performance and the increasing need of customers for trust and performance transparency has heightened the importance of social responsibility of banks. This applied research was conducted on a sample of 250 managers and experts of the banking network in the city of Isfahanthrough a survey questionnaire with 39 items. To test the hypotheses, Structural Equation Modeling (SEM) was used with Amos 23. Five dimensions including appropriate and fair pricing, honest advertising and providing services in accordance with promises made in advertising, quality measurable by customer with real measures, fraud and error control in delivery of customer services by employees and providing banking services in accordance with customers’ values and beliefs were identified as marketing strategies based on banks social responsibility that improve the efficiency of banking services.
How to cite this article:
Kazem Badiei Kherabadi. Relying on Banks’ Social Responsibility as a Marketing Strategy to Increase the Efficiency of Banking Services (The Case of the Banking Network in the City of Isfahan).
DOI: https://doi.org/10.36478/ibm.2016.3154.3162
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2016.3154.3162