Author(s): Muna Othman Eissa Othman Alnuaimi, Norafidah Ismail, Syed Sultan Bee binti Packeer
The aim of the study is to examine the impact of different quality factors on the satisfaction and perceived welfare of customers who are experiencing the public services offered by the government organizations in the U.A.E. The research framework of this particular study has the five service quality factors (tangible, reliability, responsiveness, assurance, and Empathy) as independent variables that have a direct impact on perceived welfare and indirect impact through satisfaction. Besides, customer satisfaction is a mediator in the relationship between service quality factors and perceived welfare. The study is a scientific study and designed as a quantitative mono-method based on original data collected by the use of a questionnaire and statistical analysis by using PLS-SEM Techniques. The population includes 8 million cases, and the sample size based on Morgan's table is 384. Three cities are chosen based on the population size, as it is the main and most populated city. However, in every city, data collection will take place in main commercial locations, public areas such as parks, malls, etc., or could be collected online. Customer Welfare (C.W.) illustrates a moderate predictive power and a medium predictive relevance (power of 50.3% and relevance of 33.5%). Three antecedent variables have significant relationships, but reliability and tangibility do not have. The ascending rank of the variables based on the path coefficient value is; Empathy (0.228), assurance (0.179), and responsiveness (0.117). Customer Satisfaction (C.S.) illustrates a satisfactory predictive power and a medium predictive relevance (power of 24.2% and relevance of 23.2%). The five antecedent variables have a significant relationship; the ascend path coefficient of the variables are; assurance (0.258), responsiveness (0.204), tangibility (0.136), reliability (0.121), and Empathy (0.115). Reliability and tangibility have a significant indirect effect with the absence of the direct effect; therefore, the mediation is fully for the relationship from reliability and tangibility. On the other hand, the relations from assurance, Empathy, and responsiveness have partly mediating effects because both the direct and indirect effects are significant.