EFFECT OF SERVICE QUALITY ON CITIZENS' SATISFACTION

Abstract

This study examined the effect of service quality on citizen satisfaction at the Siha District Commissioner’s Office in Tanzania, a rural context where challenges such as delays, limited infrastructure, and inconsistent performance continue to undermine public confidence. Despite ongoing government reforms aimed at improving public service delivery, evidence shows that citizens often remain dissatisfied, raising questions about the effectiveness of these reforms at the local level. Specifically, the study sought to: examine the effect of service reliability on citizen satisfaction, analyze the effect of service responsiveness, and assess the effect of service assurance. Guided by a positivist research philosophy, the study employed a quantitative approach and a causal research design to establish the relationships between the three service quality dimensions and citizen satisfaction. From a total population of 8,253 service users, a sample of 382 citizens was determined using Yamane’s formula and selected through simple random sampling to ensure representativeness. Data were collected using structured questionnaires administered in Swahili, with responses measured on a five-point Likert scale. The data were analyzed using Simple Linear Regression with the aid of SPSS version 27, after ensuring validity and reliability of instruments through expert review, pilot testing, and Cronbach’s Alpha coefficients, all of which exceeded the recommended threshold of 0.70. Findings revealed that service reliability, responsiveness, and assurance each had a positive and statistically significant effect on citizen satisfaction, with responsiveness emerging as the strongest predictor. Service reliability showed a moderate positive correlation (R = 0.524, R² = 0.274), with a significant effect on satisfaction (B = 0.589). Responsiveness had a weak correlation (R = 0.209, R² = 0.044), with a smaller effect (B = 0.203). Service assurance had a strong positive effect (R = 0.624, R² = 0.389), with a high impact on satisfaction (B = 0.506). All relationships were statistically significant (p < 0.001).The study concludes that enhancing the consistency, timeliness, and professionalism of services directly improves citizen perceptions and satisfaction with local government offices. It is recommended that the Siha DCO strengthen staff capacity, streamline service processes, and promote a culture of accountability and customer care to bridge the gap between citizen expectations and actual delivery. More broadly, policymakers should prioritize resource allocation and training to rural government offices, thereby improving service quality and fostering greater citizen trust in public institutions