Abstract
Previous studies highlighted the importance of soft indicators (e.g., quantitative sociological survey) influencing citizen satisfaction towards municipal service quality. Citizen satisfaction assessments have raised concerns over numerous independent parameters such as gender, age, and education on satisfaction levels toward administrative performance. It is also crucial to underline that the application of sociological survey for improving service quality is not well understood by municipal officers or scholars. To obtain substantial combined multiple indicators of service quality, it seems rationale to reconnoitre numerous parameters of citizen satisfaction and quantitatively investigate impacts of independent variables (e.g., gender, age, education) on corresponding satisfaction levels by using some advanced statistical tools. In this sociological assessment, a targeted population was constructed of Bangkok Metropolitan administration (BMA) stakeholders (n = 38,500), which are as follows:
 
 -       Bangkok residents in 50 districts under the governance of BMA
 
 -       Board committee, executive directors and general staff of 27 BMA offices
 
 This multiple dimensional analysis sociological survey data indicates that gender, age, and education play some important roles in governing municipal citizen satisfaction levels. Overall, the knowledge of relationship between citizen satisfaction levels and independent parameters can enhance the service quality of municipal administration.
Highlights
IntroductionGovernance consists of numerous dimensional elements in a state, a market, a network (e.g. family, tribe, formal or informal organization) and thereby affect and announce measures and decision related with public life and socio-economic development (Bevir, 2012; Ehler, 2003)
Governance consists of numerous dimensional elements in a state, a market, a network and thereby affect and announce measures and decision related with public life and socio-economic development (Bevir, 2012; Ehler, 2003)
The main principles of this study can be described as follows: (i) To conduct sociological survey for assessing citizen satisfaction (CS) of stakeholders on the performance of Bangkok Metropolitan Administration (BMA) staff by adopting the five-point Likert scale questionnaire (n = 38,500); (ii) To apply some advanced statistical techniques, such as t-tests, an Analysis of Variance (ANOVA), Pearson Correlation Analysis (PCA), and Multiple Linear Regression Analysis (MLRA) to numerically interpret the relationship between independent parameters of stakeholders and their CS on the performance of BMA staff; (iii) To introduce the most effective measures for improving satisfactory levels of BMA stakeholders based on a quantitative sociological survey
Summary
Governance consists of numerous dimensional elements in a state, a market, a network (e.g. family, tribe, formal or informal organization) and thereby affect and announce measures and decision related with public life and socio-economic development (Bevir, 2012; Ehler, 2003). Service‟s customer, marketing researcher adopted variation of customers‟ demographic data both primary categories such as race, gender, ethnicity, nationality, sexual orientation, physical abilities, social class, age and secondary dimension like educational background, geographic location, income, marital status, military experience, parental status, religious beliefs and work experience to explain customer satisfaction and behavior in specific groups. Thai customers‟ service quality satisfaction found to be had significant difference among various demographic data such as age, income, occupation, education level. The finding reveals the most significant linkage between level of government service satisfaction and demographic data such as gender, age group, specific ethnic and socioeconomic groups (Cripps, Ewing, & Mcmahon, 2004). (iii) To introduce the most effective measures for improving satisfactory levels of BMA stakeholders based on a quantitative sociological survey
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