Puropse: Competitiveness is a necessary condition for the survival and continuity of activity in any business and social responsibility acts as an underlying element of success in today's competitive environment. Due to the importance of the issue in this study, the role of social responsibilities in the competitiveness of Iranian banks has been investigated.
Materials and Methods: This research is applied-developmental in terms of purpose and cross-sectional in terms of method and data gathering time period. A questionnaire was used to collect data. The reliability of the questionnaire was assessed using Cronbach's alpha and composite reliability. Convergent validity, divergent validity and HTMT index were also used to validate the questionnaire. The statistical population of this study includes managers and experts of Tejarat Bank branches in Tehran and 140 people have participated in this study by power analysis method. In the first step, a basic model was designed using structural-interpretive modeling. The partial least squares method and Smart PLS software have been used to validate and present the final model. It has been found that higher customer satisfaction and loyalty levels lead to increased competitiveness at iran banks.
Findings: The results show that the structure of the bank and information and communication technology are influential variables on knowledge management, financial management and human capital, which in turn cause customer experience management and customer-centric changes. On the other hand, paying attention to social responsibilities and promoting brand value through the adoption of a suitable marketing mix can lead to the realization of the bank's goals and improve its competitive position.
Conclusion: As a result, with increasing customer satisfaction and loyalty, banking competitiveness increases.