واکاوی مفهوم شهروندی شرکتی و بررسی نقش آن در توسعه وفاداری مشتریان

Corporate citizenship represents various organizational activities and status related to the organization’s societal and stakeholder obligations. Corporate citizenship consists of four dimensions. This study examines the impact of corporate citizenship dimensions on the customer loyalty through mediator variables such as corporate reputation and brand equity. This study was a descriptive survey and carried out among Iran Insurance Company’s customers in Tehran city and 400 questionnaires were distributed to collect data. The collected data were analyzed through SPSS22 and LISREL8.8. Reliability of the questionnaire was calculated through Cronbach's alpha coefficient as the amount of which was 89/0 and validity was conducted through confirmatory factor analysis (CFA). Research hypotheses were tested through structural equation modeling (SEM) with LISREL softwares. The result of research showed that legal citizenship, ethical citizenship, and philanthropic citizenship have a positive and significant effects on corporate reputation, but economic citizenship has no effect on corporate reputation. Also, corporate reputation has a positive and significant effects on brand equity and customer loyalty, and brand equity has a positive and significant effects on customer loyalty. Finally, the indirect effect of corporate citizenship’s dimensions on customer loyalty through the mediating roles of corporate reputation and brand equity was confirmed.