نوع مقاله : علمی
1 گروه مدیریت. دانشکده مدیریت و حسابداری .دانشگاه بوعلی سینا. همدان. ایران
2 دانشکده مدیریت دانشگاه بوعلی همدان ایران
عنوان مقاله [English]
In the present century, the success of the organizations is judged not only based on their financial functions but also their impact on improving the social condition and invironment.This is reflected on organization’s social responsibility.The aim of this study is to offer some ways to improve social responsibility in Bank Melli as well as studying the effect of it’s reputation and employer brand along with analysis of it’s customer oriented mediation role.The present study is a descriptive survey. The statical population includes employer of some branches of Bank Melli, among which 151 people Morgan table were randomly selected as samples.For data collections, the standard questionary have been used and for structural data analysis equations and Smart PLS software were used.The result of data analysis shows that the reputation and Bank Melli’s employer branding has a meaningful and positive effect on social responsibility. Moreover there is a meaningful and positive relation between reputation and social responsibility was rejected.The mediation role of customer orientation in relation between employer brand and social responsibility of Bank Melli was also rejected. The result shows that the investment of Bank Melli’s managers on popularity of it’s employer brand can have a remarkable effect on improving it’s social responsibility.