Determination of Factors Associated with Public Service Quality Measurement in the Government Sector based on Customer Psychology

Objective: Customer satisfaction and influencing factors are one of the most important factors in determining the success of organizations. This study, therefore, aimed to determine factors associated with public service quality measurement in the government sector based on customer psychology. Methods: In this descriptive survey, the population consisted of the first group of experts familiar with theories of service quality, and the second group included the employees (n = 29,687) of the Agriculture-Jihad Organizations (AJOs) in the Iranian provinces. Data were collected by questionnaires of factors related to service delivery process, general service quality, and customer psychology with validities of 0.91.5, 0.94.9, 0.93.1, and reliabilities of 0.95, 0.97.1, and 0.92.2, respectively. Data were analyzed using confirmatory factor analysis with LISREL 8.8 software. Findings: The presence of a mediator variable increased its influence and its mediator role was confirmed in all the cases according to a t-statistic (1.96) greater than the critical t-value at 5% error level and due to higher indirect effects than direct paths. Conclusion: There were significant relationships between service delivery processes and information technology, job satisfaction, organizational agility, staff empowerment, organizational intelligence, organizational commitment, leadership style, and organizational structure, all of which were based on customer psychology.