Assessment of Citizens' Satisfaction in the city of Mashhad from Electronic Payment Systems of Mashhad Municipality using the SERVQUAL Model

The present research tends to identify the gaps between these expectations by identifying the expectations and perceptions of the citizens from the municipal electronic payment services and to offer solutions to fill this gap or diminish it. For this purpose, based on the conceptual model of customer satisfaction of the quality of services of Parasuraman and his colleagues, which is known as SERVQUAL model in the literature of this field, ۵ dimensions of tangible, credit, responsiveness, sympathy and trust among ۳۰۲ customers have been studied and reviewed. The present study is a descriptive survey in terms of applied purpose and data collection method. Library and field studies have been used to collect information. The tool used in field studies is a questionnaire that is designed based on the research model. The validity of the questionnaire was confirmed by experts and Cronbach's alpha coefficient was used to determine its reliability. Paired t-test was used to significantly evaluate the difference between customers' expectations and perceptions of the performance of municipal electronic payment services. The research results indicate that there is a significant difference between customers' expectations and perceptions of all aspects of the SERVQUAL model. It was found that the largest gap between the desired situation and the current situation in terms of response and in the next rank, the sympathy dimension, and in the subsequent ranks, the confidence dimension and the smallest gap in the tangibility dimension, and then in the assurance and guarantee dimension were observed. In terms of importance, the received guarantee is the most important dimension, followed by tangibility, confidence, and sympathy, respectively, and the response dimension is known as the least important dimension for customers, which is a significant difference.

Keywords:

Citizens' Satisfaction , Electronic payment system , Mashhad Municipality , Performance Evaluation , SERVQUAL Model