International Journal of Management, Accounting and Economics
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Volume 3, No. 6, June 2016 Pages: 378 - 389
The Effect of Social Marketing on Customer Satisfaction with Regard to the Moderating Role of Environmental Approach
Zahra Saghi, Vahide Tabassi Lotfabadi
Corresponding author:
zahrasaghi_88[at]yahoo[dot]com
Abstract:
The purpose of this study is to investigate the factors affecting customer satisfaction through social marketing features with regard to the moderating role of environmental approach in Organization of Transportation and Traffic of Mashhad Municipality. For this purpose, aspects and parameters related to the research variables were identified by referring to conducted studies and based on these variables, a questionnaire was designed based on of 28 questions whose reliability was confirmed by the elite in the field of management. The study population are all contacts of the organization of transportation and traffic of Mashhad Municipality; the sample size of which is 220 people by using Cochran formula. Also, to test the hypotheses of this research, Pearson correlation coefficient test and multiple regression are used and the results suggest that the environment moderates the correlation between social marketing and customer satisfaction in the Organization of Transportation and Traffic of Mashhad Municipality.
Keywords:
Social marketing, customer satisfaction, environment, Organization of Transportation and Traffic of Mashhad Municipality.
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