The Effective social Factors of Social Trust on Banking System (Case study: Saderat Bank in Mazandaran)

Abstract

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.