Investigating the effect of market orientation on brand equity in the green marketing services sector (Case study: Sabz Golshan Company)

Nowadays, reaching and taking over the market with strong competitors requires innovation, learning from competitors and the environment, along with many other factors. If companies do not pay due attention to such an issue, they will be eliminated from the competition scene, since they will lose market orientation and the ability to win the market. The aim of the present research was to investigate the effect of market orientation on customer satisfaction of companies (Sabz Golshan Company). The research method adopted in this study is a descriptive survey method, and in terms of its purpose, the present study is applied. The instrument used for data collection in this research is a questionnaire, the validity of which was approved by the researcher's supervisors, advisors, and marketing experts of Sabz Golshan Company. The reliability of the instrument for each variable was more than 0.7. The statistical population of the study is the managers and senior experts of Sabz Golshan Company which included 95 people. This company has a green industry marketing background. The statistical sample of the research was selected according to Morgan's table which included 76 people. Due to heterogeneity, stratified random sampling was utilized. Data analysis was conducted according to structural equation modeling analysis, using PLS software, second version. The results have shown a positive and significant impact of market orientation and its dimensions as formulated in research hypotheses.