The Effect of Social Marketing on Customer Satisfaction with Regard to the Moderating Role of Environmental Approach

The purpose of this study is to investigate the factors affecting customersatisfaction through social marketing features with regard to the moderating roleof environmental approach in Organization of Transportation and Traffic ofMashhad Municipality. For this purpose, aspects and parameters related to theresearch variables were identified by referring to conducted studies and basedon these variables, a questionnaire was designed based on of 28 questions whosereliability was confirmed by the elite in the field of management. The studypopulation are all contacts of the organization of transportation and traffic ofMashhad Municipality; the sample size of which is 220 people by using Cochranformula. Also, to test the hypotheses of this research, Pearson correlationcoefficient test and multiple regression are used and the results suggest that theenvironment moderates the correlation between social marketing and customersatisfaction in the Organization of Transportation and Traffic of MashhadMunicipality.

کلیدواژه ها:

Social marketing ، customer satisfaction ، environment ، Organization of Transportation and Traffic of Mashhad Municipality