Purpose: The aim of this study was to analyze the effect of customer-centric strategies on innovation capability and financial performance of Bank Saderat with regard to the moderating role of employees' moral conscience in Mashhad, based on which five hypotheses have been formulated.
Materials and Methods: This research is a descriptive survey based on the applied purpose and based on the data collection method. Library and field studies have been used to collect information. The measurement tool for this research is a questionnaire. To measure the variable of modern customer strategies from the scale prepared by (Narvar and Slater, 1990) which includes 5 sentences (questions) five options, to measure the innovation capability variable of the scale prepared by (Hart et al., 1977) which includes 6 sentences ( Question) Five-choice, to measure the variable of financial performance from the scale prepared by (Lane et al., 2016), which includes 3 sentences (question) five-choice and to measure the moral conscience of employees from the scale prepared by (Costa and McCray, 2004) Which included 8 five-choice sentences (questions), which were used based on similar examples that have been validated and used in previous research. The statistical population of the present study includes the employees of the central branch of Bank Saderat Mashhad, whose number is 120 people. The sample size was 102 people using Morgan table and simple random sampling method was used. Statistical data collected in the SP software package PSL environment. In addition to descriptive tests, path analysis has been analyzed using correlation tests.
Findings: The results of the analysis of research hypotheses show that customer-oriented strategies with the ability to innovate have a positive and significant effect on financial performance.
Conclusion: Ethical conscience also has a moderating role in the relationship between customer oriented strategies and financial performance and innovation capability.