Abstract

Purpose :The current research aims to identify the level of practice Al Rafidain Bank- Alghari branch for social responsibility, and to identify the impact of social responsibility in customer loyalty. And determine which dimension of social responsibility and which is characterized by its failed.
Methodology/Design: focused research problem in answering the following: What is the level of awareness of the bank sample study for the dimensions of social responsibility? And their impact on customer loyalty. In order to achieve the objectives of the research and to answer his questions, the search used tool head of the questionnaire to test the actual practices of social responsibility and the level of customer loyalty.
A random sample of bank customers who have been dealing with the bank more than a year was chosen for the questionnaire, where the number of those who have been distributed questionnaire was (300) customer and the number of valid questionnaires (283) form, a response rate of (94%), and the percent of the targeted sample Accounted (4.16%) of the research community's (6800) Customer.
The value of research: research has found a number of conclusions was the most prominent of interest in the bank to respect the customs and traditions of the community as well as the delivery of services in a manner consistent with the moral values of a society, which can strengthen the trust and loyalty of its customers. But we also found that the bank did not take its humanitarian responsibilities as an important pillar contribute to the stimulation of customer loyalty. The search also pointed to a number of recommendations, most notably was the need for the involvement of the bank in solving the problems of society and not to distinguish between customer and another in its dealings.