THE EFFECTS OF SOCIAL CAPITAL (SC) OF ORGANIZATION ON MARKETING PERFORMANCE: A CASE STUDY OF MANUFACTURING COMPANIES IN GUILAN PROVINCE

Abstract

As long as the organization struggles to survive and need to presence in national and international arena, the principle of continuous improvement should be a priority of their activities. This principle cannot be achieved unless is possible the field to achieve the
promotion of social capital. This study is conducted with aim of evaluating the effect of social capital (SC) of organization on marketing performance in manufacturing companies of Guilan Province (Iran). Customers of manufacturing companies in Guilan province are
considered as statistical population and number of samples has obtained 385 customers. Sampling method in this study has been non-probability sampling and convenience. Also method of this study in term of objective is applied and in term of implementation is
descriptive and finally method of data collecting is field. Regression test is used to analyze research hypotheses using SPSS software. Results showed that both variables of cognitive social capital and structural social capital affect customer satisfaction and trust