تأثیر بانکداری سبز بر طنین برند و رضایت مصرف‌کننده از عملکرد مسئولیت اجتماعی در صنعت بانکداری

The globalization of business, which is an irreversible process, has posed a threat to humanity. Human production and consumption have caused environmental pollution such as climate pollution, global warming and rising sea levels due to industrialization of countries. These pollutions have often been recognized by environmental organizations as a threat to humanity, and various activities to protect the environment have become very important. For this reason, banks have moved to green banking to increase customer satisfaction with their social responsibility. The purpose of this study is to investigate the effect of green banking on brand resonance and consumer satisfaction with the performance of corporate social responsibility. The statistical population includes all real customers of Keshavarzi Bank in Ardabil. Due to the infinity of the statistical population, the sample size was 384 based on Cochran's formula and the respondents were selected based on the available non-random sampling method and finally 312 completed questionnaires were collected. In order to measure green banking, Limpros et al. (2012) questionnaire, and the brand resonance variable and consumer satisfaction with social responsibility performance, Tsu et al. (2014) questionnaire were used. The validity of the questionnaire was assessed by content and structure methods and its reliability was assessed by Cronbach's alpha coefficient. Structural equation modeling and LISREL software were used to analyze the data. The results show that green banking has a positive effect on brand resonance in banks and consumer satisfaction with the performance of social responsibility in banks. The positive effect of brand resonance on consumer satisfaction with the performance of social responsibility in banks was also confirmed. In addition, the mediating role of brand resonance in the relationship between green banking and consumer satisfaction with the performance of social responsibility in banks was confirmed.
One of the industries that tries to pay attention to its environmental responsibility is banking. Banks, as one of the main and important components in the economic system, must use environmentally friendly strategies on the whole industrial development and finally Affect economic growth. It is essential that banks move towards greening and play an active role in incorporating environmental aspects as a fundamental principle in their business. Green banking can be defined as a type of banking that considers environmental risks such as climate change that may affect the stability and development of the financial sector and the macroeconomy of society. Green banking is in fact an effort to grow green industries and processes to restore the natural environment with a view to green security and sustainable environmental balance. The United Nations Environment Program recognizes green banking as a result of increasing human welfare and social rights while significantly reducing environmental risks and deficiencies.
Brand resonance refers to the nature of intensified brand-based relationships that go beyond the mere dimensions of the product or service and involve deep psychological attachments and active supportive behaviors that are directed toward the focal brand. Brand resonance is an indicator that describes the relationship between the customer and the brand and shows the intensity or depth of customers' psychological closeness to a brand and the amount of activities that are formed under the influence of this sense of loyalty in customer behavior. In the brand resonance model, customers with high brand resonance have high loyalty and are actively looking for a tool to interact with the brand and share their experiences with others. The brand resonance model, which is a customer-based brand equity model, believes that building a strong brand involves a set of logical steps that include creating a brand identity, creating the right brand meaning, extracting the right brand response, and building the right brand relationships. With customers.
Green banking can have many benefits. These benefits include free electronic bill payment services, reduction of paper consumption and no need for people to be present in the bank to perform all kinds of transactions and perform any banking operations through mobile banking, internet banking or telephone banking. All of the above can create a competitive advantage for banks and make customers loyal.
The statistical population of this research includes all real customers of Keshavarzi Bank in Ardabil. The reason for choosing Keshavarzi Bank is the specialized activities of this bank in the field of activities related to agriculture and environment. The purpose of this bank is to provide facilities to farmers for the development of agricultural lands and the development of the natural environment, and to support tree planting and environmental protection. Keshavarzi Bank has 13 bank branches in Ardabil and approximately 100,000 real customers. Due to the fact that the size of the population was not known exactly, it was considered unlimited and based on this, 384 people were selected as the sample using the Cochran's formula using the available non-random sampling method. This number of questionnaires was distributed in person and in three stages. Finally, considering the incomplete and incomplete questionnaires, 312 completed questionnaires were used.
Data collection tool
The data collection tool in this study is a questionnaire. The questionnaire was organized into three sections: accompanying questionnaire, demographic information and specialized questions. In the first part, entitled the accompanying questionnaire, in addition to stating the title of the research, the purpose of collecting information through the questionnaire and the need for sincere cooperation of the respondents in completing the questionnaire were explained. The demographic section includes questions about respondents' general characteristics such as gender, age, education, and household income. The last part of the questionnaire includes specific questions about research variables. Green banking questions (12 questions) were obtained from Limprose et al.'s (2012) research, variable brand resonance questions (12 questions) and consumer satisfaction with social responsibility performance in banks (4 questions) were obtained from Tsu et al.'s (2014) research. The scale used is a five-point Likert scale. In this scale, in particular, the basis of completely disagree, disagree, disagree, agree and strongly agree has been used. Accordingly, respondents were asked to answer the questionnaire questions on a five-point Likert scale.
In this study, in order to evaluate the validity of the questionnaire, content and structural methods were used and the reliability of the questionnaire was evaluated using Cronbach's alpha coefficient. In order to determine the content validity of the questionnaire, the initial design of the questionnaire is prepared and provided to several experts to express their views on possible improvements in the questionnaire, and after applying the desired amendments, the questionnaire نهایی The final letter is compiled. Structural validity is the degree of accuracy of the scale in measuring the desired theoretical structure or feature, and confirmatory factor analysis is used to examine it. Finally, Cronbach's alpha coefficient is a suitable indicator for assessing internal stability. Internal stability indicates the degree of correlation of a structure and its related index.