Document Type : Research Paper
Author
associat profesor geography and urban planning in payame noor univer sity
Abstract
Beautifying urban space has a direct relationship with the sustainability of urban environment and if its proper functioning and its objective objectivity in cities will have favorable effects on satisfaction and ultimately on the soul and mind of the citizens. The purpose of this research is to assess the satisfaction of citizens of the city from the function of beautification with the approach Sustainability is the urban environment. The present research is applied in terms of applied and descriptive correlations with the causal approach. Independent variables of this research include the quality of perceived quality of workability, trust, assurance, accountability, empathy. Also, citizens' satisfaction is considered as a variable. The statistical society is composed of citizens of Kemal-Shahr province of Alborz province. The sample size of 252 people from the standard SERVQUAL questionnaire was determined in five dimensions: trust, confidence, accountability and empathy. Data were analyzed using spss software and nonparametric statistics. The results showed that there is a difference between age groups in terms of perceptions and expectations of service quality gap and the highest gap (0.7921) is for the age group of 30 to 40 years The highest gap is between expectations and perceptions related to the reliability dimension (3.83) and the lowest dimension (1.92). The output from Amos software also showed that by changing a unit in the response variable and trust, a change of 72.4 percent would be achieved in the level of satisfaction of the citizens. Overall, satisfaction and sustainability components of the urban environment (sig = 0.001) ) There is a connection. Accountability is at the core of citizens' satisfaction. First place accountability, second-place trust and received rankings Third, accountability and empathy are also in the next ranks. In other words, by changing a unit in the response variable, 72.4 changes will be achieved in the level of satisfaction of citizens.
Extend Abstract
Introduction:
Today, cities, as the focus of their activity, must focus on urban beautification in order to maintain their sustainability. Organizational performance of municipalities encompasses a wide range of citizens' satisfaction, including indicators that are critical to improving the sustainability of the urban environment. Environmental sustainability in cities is directly related to citizen satisfaction. Satisfaction is an important factor in urban sustainability and has a positive and reciprocal effect on citizens' satisfaction. Citizens 'satisfaction with the performance of urban landscaping indicators is based on the SERVQUAL model and attempts to answer the following question: What is the relationship between citizens' satisfaction and the performance of urban landscaping indicators? To answer this question, the hypothesis has been taken into account: There is a gap between the quality of beautification services and the expectations of citizens.
Methodology:
The statistical population of the study is inhabitants of Kamalshahr (Alborz Province). Survey methods were used for conducting the research. The data gathering tool was conducted through the SERVQUAL questionnaire. Citizens' expectations and perceptions were assessed in terms of the SERVQUAL model in terms of tangibility, trust, trust, responsiveness and empathy. The time of data collection was June 1977 and the validity of the questionnaires was verified and revised by using face validity. Cronbach's alpha coefficient was used to determine the reliability of the research constructs (0.823). In order to verify the content validity, a questionnaire was first provided to a number of experts (professors and urban planning experts) and after making corrections, the final version of the questionnaire was prepared. In order to check the construct validity of the questionnaire, the factor loadings less than 0.5 were omitted and Cronbach's alpha coefficient was used to check the reliability of the questionnaire. The coefficient of which was 0.823 for all research constructs. That is, the questionnaire has appropriate reliability. For statistical analysis, correlation tests, regression analysis, Spss and Amos structural model were used.
Results and discussion:
The highest average perceptions (4.22) and average expectations (6.9231)
Kruskal nonparametric test was used to compare the respondents' satisfaction. The results show that there is a significant difference between the mean levels of satisfaction with the level of education. The highest level of service quality gap belongs to people with university education (-3.228). As the average level of education increases, the expectations of the citizens increase and as shown in the table. The information indicates a gap between citizens' expectations and perceptions of urban beautification services. The greatest gap in the quality of beautification services relates to the reliability dimension of -3.83, which if not addressed in the long run beautifies the city of beautification. In terms of reliability, the difference between citizens' expectations and perceptions is also very clear. In fact, the speed and accuracy of experts in executing beautification plans and increasing municipal oversight of beautiful city performance is crucial to building trust among citizens. This means that the greater the gap, the lower the level of confidence in the quality of service reaches its lowest level. It didn't work out. The second gap related to the accountability dimension of 3.6 indicates that more citizen attention needs to be taken into account and that urban landscaping projects need more coordination. Responding to the gap of 3.6, citizens also expressed their dissatisfaction that their views were not used and that there was no clear and accurate information on the project process. The lowest quality gap was observed in the tangible dimension of -1.92 and indicates that more attention has been paid to this dimension.
Conclusion:
The results showed that there is a significant difference between the age groups in these dimensions and the highest service quality gap (-0.721) was related to the age group of 30-40 years. The highest service quality gap (-0.721) belonged to the group. The age range is 2 to 4 years, and the lowest quality of life biodiversity services belongs to the age group above 50 years (-0.2483). As education increases, average perceptions of beautifying performance increase. Statistical analysis of the average citizen satisfaction with beautification services showed that the highest gap was related to the reliability dimension with -3.83 and the lowest gap was observed in the tangible dimension of -1.92, indicating that more attention was paid to the tangible dimension. This means that the greater the gap, the lower the level of confidence in the quality of service reaches its lowest level. It didn't work out. The lowest quality gap was observed in the tangible dimension of -1.92 and indicates that more attention has been paid to this dimension. Analyzing the perception of the difference between citizens' expectations and actual beautification performance in the city of Kamalshahr showed that there was a difference between all the investigated dimensions (perceptions and expectations) (F = 0.003, P = 0.001). It showed that the importance of the responsiveness dimension (4.3) received was the most important aspect of the SERVQUAL model and empathy as the last rating (2.8). In other words, by changing one unit in the accountability variable, 72.4 percent change in citizen satisfaction will be achieved. Overall, there is a direct and significant relationship between the components of satisfaction and sustainability of urban environment (sig = 0.001) and R_2 which explains 58.2% of the variance of urban environment sustainability, excluding the percentage of changes determined by the variable changes. It is original and predictable.
Keywords
)
