Objective: Organizational social responsibility has received much attention in recent years, and through it, consumers can evaluate the honesty and reliability of an organization. This study aimed to investigate the effect of organizational social responsibility on customer citizenship behavior with the mediating role of perceived service quality and organizational image in Pasargad Bank.
Method: The present study is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of this study includes all customers of Pasargad Bank in Tehran. The sample size is calculated as 384 people.
Results: The results show that the social responsibility of the organization has a significant effect on customer citizenship behavior and also on perceived service quality and organizational image. Perceived service quality has a positive and significant effect on customer citizenship behavior, and organizational image also has a positive and significant effect on customer citizenship behavior. Also, perceived service quality and organizational image have full mediation in the relationship between organizational social responsibility and customer citizenship behavior. Moreover, based on the results of the significance value and path coefficients, organizational social responsibility has a positive and significant effect on customer citizenship behavior, perceived service quality, and organizational image.
Conclusions: The results show that the measures related to organizational social responsibility act as the main reference for customer perception of service quality. Also, a high level of perceived service quality is useful for improving customer citizenship behavior. The main importance and value of this research is in helping various organizations and institutions, including banks, retain current customers and attract new customers, which ultimately leads to increasing the bank's reputation and credibility, reducing its costs in the long term, increasing demand, and consequently increasing profitability and improving the bank's future performance.