چکیده:
Gaining customer confidence in financial institutions is one of the key factors for the success of these firms in the competition arena. Trust sustains economic and social action, and without it no secure interaction can be formed. The purpose of this study was to identify the factors affecting customers' social trust in the system of Export Bank of Mazandaran Province. The research method was survey and was collected by questionnaire. The statistical population includes all customers aged 15 years and over in Export Banks residing in provincial cities. The method is multi-stage cluster sampling and the sample size is 384 according to Cochran formula.The findings show that the average social trust in the bank is high among 40% of people. There is a positive and direct relationship between social responsibility, bank interest rates, immunity of cash deposits and customer communication channels, and social trust in the bank. Independent variables account for 55.6% of the variance and changes in social trust in the export bank. The greatest impacts are on social responsibility variables, bank-related factors, and bank ownership on social trust in export banks.
خلاصه ماشینی:
Studying Effective Factors of Social Trust on Banking System Case study: Saderat Bank in Mazandaran Province 1 Mohammad Goya *2 Ghourban Ali Ebrahimi Received 20 February 2021, Accepted 25 January 2022 Abstract Gaining customer confidence in financial institutions is one of the key factors for the success of these firms in the competition arena.
The purpose of this study was to identify the factors affecting customers' social trust in the system of Export Bank (Saderat)of Mazandaran Province.
So, for better review of social trust in economic institutions such as Saderat Bank, trust level in Mazandaran Province has to be studied so that a better sociological analysis would be possible.
3. There is a significant relationship between inviolability and security of cash deposits of people and level of social trust in Saderat Bank in Mazandaran Province.
As far as this significance level in terms of correlation coefficient is lower than 5%; there is significant relationship between the two variables of social accountability and level of social trust in Saderat Bank.
Also, the results from studies performed by Cheol-ho Yoon (2010) showed that inviolability and security of cash deposits, bank efficiency, and stable financial system have considerable effect on customers‟ trust, both in terms of highly experienced customers and those with low level of experience.
As far as significance level in correlation coefficient is lower than 5%; there is a significant relationship between the two variables of social accountability and social trust in Saderat Bank.