Identifying the Dimensions of Citizens' Experience in Receiving Services (A Case Study: Governmental Organizations)

Document Type : Original Article

Authors

1 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran

2 Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran

3 Master of Public Administration, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran

Abstract

The purpose of this research is to measure the dimensions of citizens' experience in receiving services in from governmental organizations. The research method is descriptive-survey as well as applied. The statistical population of this research is the citizens of Gilan Province that have enjoyed the services of governmental organizations. The samples included 214 people. The data collection tool was a questionnaire, and its reliability was evaluated through Cronbach's alpha. The analysis of the research data was conducted using the method of structural equations and importance and status matrix through Spss and LISREL software. According to the results of the research, among thirteen dimensions of citizens' experience in receiving services from governmental organizations, the dimensions of experiencing speed, ease,convenience, and added value have the most significance compared to other dimensions. These dimensions are placed in the importance-status matrix in the area of continuity and excellent performance. Also, the dimensions of service experience, emotional, emotional, interactive, physical, process, and other experiences are placed in the importance-status matrix in the area of critical attention, and these dimensions are evaluated high in terms of importance. However,the status of these dimensions is low. Accordingly, efforts should be made to improve and develop  this area. Also, the dimensions of employee experience and social experience are placed in the unimportant area compared to other dimensions and have low importance and performance. In this regard, organizations should invest in the experiences of citizens to ensure proper interactions with citizens and reduce costs. Through correct management of these experiences, organizations are able to establish useful relationships with citizens; in addition, they create an opportunity for a long-term competitive advantage for the organization..

Keywords

References

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History

  • Receive Date: 10 June 2023
  • Revise Date: 21 October 2022
  • Accept Date: 06 November 2023

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