Validation of Municipal Customer Participation Pattern Based on Social Trust Marketing (Case Study: Tehran Municipality)

Customer involvement (customer engagement) is a communication in business that implies the relationship between customers and stakeholders of the organization through different channels. In this approach, the expansion and improvement of the relationship with customers is emphasized. This participation is not possible unless measures are taken to increase social trust. Customer orientation and customer participation are important issues in municipalities, and customer relationship management systems play an essential role in creating and developing this partnership.The purpose of this study is to validate a model for municipal customer participation based on social trust marketing. This research is a cross-sectional research in terms of data collection method and time period. The statistical population includes all citizens of Tehran. Due to the infinity of the statistical population, the sample size of 384 people was estimated using Cochran's formula and sampling was done by simple random method. Structural equation modeling method and LISREL software were used to validate the municipal customer participation model. Also, the indicators of municipal customer participation have been prioritized by the method of confirmatory factor analysis, validation and by Savara method. The data collection tool was a questionnaire that was validated by construct validity and convergent validity methods. The reliability of the questionnaire was also assessed using Cronbach's alpha and combined reliability. The results show that managing the relationship with municipal customers is effective on social responsibility and establishing social trust. These two categories improve the quality of municipal services and attract social satisfaction of municipal customers. In the shadow of improving the quality and increasing trust and satisfaction, achieving the marketing goals of social trust is achieved and ultimately leads to the participation of municipal customers.