The multi-dimensionality of citizen satisfaction: A conjoint experimental approach

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Current research demonstrated that many factors affect public satisfaction of government services. One central challenge for scholars is that citizen satisfaction is a multi-dimensional concept, yet most empirical tests focus on a small number of factors, and do not account for the simultaneous effects of the many factors. In this study, we present a comprehensive approach that accounts for this multi-dimensionality, and views satisfaction as dependent on two categories of factors: service-specific attributes, and performance comparisons. We assess the multi-dimensional nature of citizen satisfaction with a conjoint experiment, a methodological tool that allows us to test the causal effect of multiple factors operating at the same time. We use the conjoint design to investigate citizen satisfaction from every-day government services. The findings suggest that citizen satisfaction is driven by both groups of variables. Also, we find evidence for a negativity bias in public evaluations when service-specific attributes are involved: individuals' reported satisfaction is more sensitive to negative information like higher costs or unprofessional behavior by service providers compared to positive description of these factors. At the same time, we find that factors in the performance comparisons category create more balanced effects on satisfaction with respect to the information valence. The analysis reveals the drivers of public satisfaction of government services and the importance of key factors. The use of a conjoint design provides a more appropriate tool to tackle the multi-dimensional nature of a central public administration concept of citizen satisfaction.