Presenting A Model of the Social Factors Effective in the Service Quality of the Municipalities of Mazandaran

As urban management, municipalitiesicipalities have a key role in the process of city managemennt t and organization. Certainly, to reach this performance, mmunicipalities must have a proper management structurere based on attracting the institutional participation of the peopeople. Thus, the purpose of the study was to provide a mododel of social factors affecting the quality of services in the e mmunicipalities of Mazandaran. The study was applied in terterms of purpose and survey concerning the method. The populpopulation was the experts familiar with the field of servvice ice quality (n = 15), employees working in the municipaliti unicipalitiees of Mazandaran (n = 356) and all clients of municipalitiescipalities in Mazandaran (n = 712). The study used model design andesign and approval questionnaire, the questionnaire of social factoractors affecting service quality with 75 questions and the service service quality questionnaire with 22 questions to collect data.data. Content Validity Ratio (CVR) of the social factors affectiecting service quality and service quality questionnaire was as calculated as 94.9% and 93.8%, respectively. Cronbach's alphaalpha coefficient of variables was estimated to be higher gher than 0.7 and the reliability was confirmed. Structural equatioequation modeling (SEM) was used with the help of LLISREL software to analyze the data. According to the resusults, the power of the relationship between social factor actors s and service quality was 0.51, showing that the correlation elation isis strong and desirable. The t-test was larger than 5% errerror level that is 1.96 and showed a significant correlation. MorMoreover, the fit indices of the model showed that the prproposed model was appropriate. According to the results lts, , the managers of municipalities in Mazandaran are recorecommended to pay attention to employee behavior, emploployee competence and skills, innovation in service deliverdelivery, organizational coordination and accountability, organnizational trust, organizational performance, social resporesponsibility, employee work values to enhance service qualityy..