Presenting a Model of Citizen Participation with a Social Trust Marketing Approach in Regional Studies (Case Study: Municipalities of the Northeast Region of Tehran)

Citizen participation is a key element of the transition from relationship marketing to the age of interactive marketing and can be achieved through social trust. This article aims to provide a model of customer participation with a social trust marketing approach.

This study is philosophically based on an interpretive paradigm and has been done with a deductive-inductive approach. From the perspective of purpose, it is an exploratory research, and from the perspective of method and time period of data collection, it is a cross-sectional research. Also, because both quantitative and qualitative methods have been used, a research is mixed. Society and sample: The statistical population includes theoretical experts (marketing professors) and experimental experts (municipal managers). Purposeful and non-probabilistic methods were used for sampling. Sampling continued until theoretical saturation was reached and finally the views of thirteen experts were used. Data analysis

To identify the main and sub-categories involved in customer participation, the theme quality analysis method has been used. Structural-interpretive method has been used to present the model. Data analysis was performed with MaxQDA and MicMac software.

The results showed that managing the relationship with municipal citizens is effective on social responsibility and establishing social security and trust. These two categories improve the quality of municipal services and gain the trust and social satisfaction of municipal citizens. In the shadow of improving the quality and increasing the trust and satisfaction of achieving the marketing goals, social trust is achieved and ultimately