Investigating the relationship between social responsibilities of Mashhad water complexes and customers decision to return

Corporate social responsibility (CSR) refers to strategies that companies put into action as part of corporate governance that are designed to ensure the company’s operations are ethical and beneficial for society. CSR has a significant impact on employees, stakeholders, the community and customers. The company s social responsibility affects the quality of perceived services and customer satisfaction. Therefore, CSR may determine customer loyalty and return.The purpose of this study was to investigate the relationship between social responsibilities of Mashhad water complexes and the decision of customers to return.The method of the study was descriptive-correlation, which in terms of purpose, was among the applied studies. The population included the adults aged ۱۸ years or older who referred to water sports complexes in Mashhad in a period of one month. According to the Cochran formula (unlimited population size) and by simple-random sampling method, ۳۸۵ people were included in the study. Data collection tools were demographic information form, Social Responsibility Questionnaire (Carroll, ۲۰۰۲) and Return Decision Questionnaire (Dorvasola, ۲۰۰۴). To analyze the data, descriptive statistics (mean, percentage, etc.) and inferential statistics (Kolmogorov-Smirnov and Spearman correlation coefficient) were usedThe results showed that in general, there is a significant relationship between social responsibility of water complexes and customers decision to return (sig <۰.۰۵). It was also found that there is a significant relationship between the economic, legal, ethical and philanthropic dimensions with customers decision to return (sig <۰.۰۵).According to the results, as the social responsibility of sports complexes increases, the decision of customers to return also increases. Therefore, the managers of water complexes in Mashhad are suggested to participate in social activities in a purposeful way. In this regard, it is proposed to form a working group or institution within the organization to organize social responsibility activities.

کلیدواژه ها:

Customer ، return decision ، Social responsibility ، water complexes