Social Responsibility Effect on Client – Orientation Regarding to Mediatory Role of Job Satisfaction and Realized Organizational Commitment by Workers

Abstract

Present research follows to study social responsibility effect on client-orientation regarding to mediatory role of job satisfaction and realized organizational commitment by Guilan Melli bank workers . Present research statistical case is 315 Guilan Melli bank branches workers in iran to collect data and sampling method is classifying random. Using tool is Chronbach alpha for standard stability and response spectrum is 5 points likert. Questionnaire has made in field method and research is descriptive-analytical. To obtain data has used Liserl method. Deductive software has used structural equations modeling and data analysis showed that social responsibility eas effective directly and through job satisfaction and organization commitment on client tendency among workers. Keywords: social responsibility, client-orientation, job satisfaction, organizational commitment INTRODUCTIONClient-orientation causes positive financial results for organization as a marketism dimension . This process from client tendency will result in clients satisfaction and loyalty. Workers tendency subject to supply client needs refers to job culture. Tendency to client is the main dimension in each firm. It seems that client-orientation culture creating is nicissary to success organization and increase competitive advantage. Client-orientation results in client service act improvement (Lee et al, 2013). Client service act improvement leads to higher financial act, also high service levels result in higher rate of client conservation that its result is more sell and higher market share that are affected by different variables. in a research showed that social responsibility results in organization client-orientation. They showed that social responsibility through a process and organizational commitment and job satisfaction result in client-orientation. Many organizations serve social responsibility as the most important strategy to reach stable competitive advantage. Commitment has defined as need to conserve a continouse relation, and a relation creates on the basis of mutual trust and commitment. Organizational commitment is showing workers extra try to obtain organizational purpose.