Modelling of Quality in Service with Used Structural Equation Model (PLS): A Case Study of Urban Parks in Shiraz

The complex and multidimensional nature of citizen satisfaction and service quality has led to the compilation of different definitions and models in literature review. In addition, the concern of service quality may differ from one country to another and from one industry to another. Therefore, it is crucial to develop measures of service quality that are pertinent to the country and culture where the service is offered. Hence, this research was carried out for the purpose of explaining the factors affecting the citizen satisfaction with service quality of urban parks in Iran and then analyzing those factors by using Partial Least Squares (PLS). Indicators in this model extracted from previous research on citizen satisfaction with service quality of urban parks and service quality models like SERVQUAL model, and Johnston et al. (1990).This survey resulted in six dimension: Aesthetic and visual aspect, Park amenities, Park facilities and services, Physical health and safety, Social and Psychological Safety, Dynamic management. This model has been tested in six urban parks in Shiraz through 360 questionnaires. The findings showed that dimension of service quality in this model account for almost 0.79 of the variability in the original variables. Also, the service quality measurement scale developed in this study can also be used to monitor and improve the quality of service delivered to citizens and provide valuable information about the dimensions that reflect citizens’ perceptions of service quality.