SERVICE QUALITY IN ISSUING NATIONAL IDENTIFICATION CARDS AND SERVICE USERS’ SATISFACTION IN THE UPPER SOUTHERN REGION

Abstract

The purposes of this study were to compare users’ satisfaction in the issuance services of national identification cards in the upper southern region; to investigate influencing factors of the satisfaction with the issuance services of national identification cards in the upper southern region; and to examine influencing factors of opportunities for repeats in the use of the issuance services of national identification cards in the upper southern region. The American Customer Satisfaction Index was employed as a conceptual framework. In this quantitative study, data were collected by questionnaires. The sample was obtained through a stratified random sampling to include 409 service users who employed the issuance services of national identification cards in the upper southern region. The data were analyzed by a bivariate analysis, a regression model, and an ordered probit model. Results revealed that users of the issuance services of national identification cards in Organization A demonstrated higher service satisfaction than those of the Organization B with statistical significance; the influencing factors of the satisfaction with the issuance services of national identification cards with statistical significance included expectation, quality perception, value perception, and image; and the influencing factors of opportunities for users to repeat the use of the issuance services of national identification cards in the upper southern region with statistical significance included satisfaction and complaint reporting.