The Impact Of Social Responsibility In Attracting Customers in Islamic Banks

Abstract

Business organizations are currently witnessing intense competition in attracting customers and gaining their loyalty. To achieve this, many leading banks are working to adopt the philosophy of social responsibility until this is achieved because attracting customers is an important factor to face competition as a result of modern customer-focused trends. This study aimed to identify the extent to which social responsibility in its dimensions (ethical responsibility, charitable responsibility, and responsibility towards the environment) affects attracting customers in its dimensions, and also aimed to study the relationship between them.

 This study targeted a sample of 55 customers of the cham Islamic bank. 49 questionnaires were retrieved. The study used the analytical descriptive approach, and the questionnaire was the main data collection tool to test hypotheses and answer the study's questions.

The subjects were tested using the statistical analysis program SPSS.21 with a response rate of (89.09%). The study found that there is a partial positive impact of social responsibility on attracting customers. The study also showed a positive relationship between social responsibility and attracting customers. The study recommended the need to adopt the philosophy of social responsibility within its marketing plans, focusing on the dimensions of ethical and legal responsibility. These programs are scientific work programs so that companies can evaluate them and measure their return. It also recommends the need to work to build a community and institutional culture to enhance knowledge of social responsibility and increase The phrase: social responsibility, attracting custom.