Identificación y selección de indicadores de factores socio-educacionales
que afectan la calidad de los servicios
Identification and selection of indicators of socio-educational factors that
affect the quality of services
Hamed Enshaei
1
, Hamdollah Manzari Tavakoli
2a
, Sanjar Salajegheh
3
,
Masoud Pourkiani
4
y Hojat Babaei
5
Islamic Azad University, Kerman, Iran
12345
Orcid ID: https://orcid.org/0000-0002-8278-0914
1
Orcid ID: https://orcid.org/0000-0003-1651-3663
2
Orcid ID: https://orcid.org/0000-0002-3412-6731
3
Orcid ID: https://orcid.org/0000-0002-5370-3768
4
Orcid ID: https://orcid.org/0000-0002-8084-4507
5
Recibido: 11 de febrero de 2020 Aceptado: 13 de agosto de 2020
Resumen
Los municipios de la provincia de Mazandaran (Irán), como otras organizaciones de servicios,
están trabajando dentro de los marcos legales. A la luz de la creciente importancia de la
satisfacción del cliente y su respeto en los municipios, el objetivo de este artículo es identificar
y evaluar los indicadores de los factores sociales que afectan la calidad de los servicios. La
población estadística del presente estudio incluyó expertos y profesores universitarios en la
provincia de Mazandaran. 15 personas fueron seleccionadas por un método de muestreo no
aleatorio. Con base en estudios previos, la literatura de investigación y las entrevistas realizadas,
el cuestionario fue diseñado y aprobado. De 36 preguntas sobre los factores sociales que afectan
la calidad de los servicios, 7 estaban relacionadas con la calidad de los servicios. El examen de
los ítems del cuestionario se realizó con el enfoque de la técnica Delphi y la idoneidad de los
componentes y dimensiones se midió utilizando el software SPSS. De acuerdo con los
resultados de la segunda ronda de la técnica Delphi, 33 indicadores de factores sociales que
afectan la calidad de los servicios y 5 indicadores de calidad de servicio obtuvieron una
puntuación superior a 3. Los servicios basados en los criterios propuestos por los expertos
incluyeron el comportamiento de los empleados, además de su competencia y habilidades, la
innovación en la prestación de servicios, la coordinación y la responsabilidad de la
organización, la confianza organizacional, el desempeño organizacional, la responsabilidad
social y los valores laborales de los empleados. Además, la media de todas las dimensiones
estaba entre 4 y 5 (entre apropiado y completamente apropiado). En conclusión, hubo un ajuste
entre todas las dimensiones de los factores sociales que afectan la calidad de los servicios según
los criterios propuestos.
Palabras clave: Factores sociales, calidad del servicio, organizaciones de servicio, expertos,
técnica Delphi.
a
Correspondencia al autor
E-mail: H_manzardi33@yahoo.com
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281
Apuntes Universitarios, 2020: 10(4), octubre-diciembre
ISSN: 2304-0335 DOI:https://doi.org/10.17162/au.v10i4.514
apuntesuniversitarios.upeu.edu.pe
Abstract
Municipalities in Mazandaran province (Iran), like other service organizations, are working
within legal frameworks. In light of the increasing importance of customer satisfaction and
respect in municipalities, the objective of this article is to identify and evaluate indicators of
social factors that affect the quality of educational services. The statistical population of the
present study included experts and university professors in the Mazandaran province. 15 people
were selected by a non-random sampling method. Based on previous studies, research literature,
and interviews conducted, the questionnaire was designed and approved. Of 36 questions on
social factors that affect the quality of educational services, 7 were related to the quality of
educational services. The examination of the items of the questionnaire was carried out with the
Delphi technique approach and the suitability of the components and dimensions was measured
using the SPSS software. According to the results of the second round of the Delphi technique,
33 indicators of social factors that affect the quality of educational services and 5 indicators of
quality of service obtained a score higher than 3. The educational services based on the criteria
proposed by the experts included the behavior of the employees, in addition to their competence
and skills, innovation in the provision of educational services, coordination and responsibility
of the organization, organizational trust, organizational performance, social responsibility and
the labor values of employees. Furthermore, the mean of all dimensions was between 4 and 5
(between appropriate and completely appropriate). In conclusion, there was an adjustment
between all dimensions of social factors that affect the quality of educational services according
to the proposed criteria.
Keywords: Social factors, service quality, service organizations, experts, Delphi technique.
Introduction
Since the role of educational services in the daily lives of human beings was revealed,
the issue of “quality of service” has also been considered among organizations. The quality
of educational services is recognized as the main component of the success in an organization
in today's competitive environment, and any decrease in customer satisfaction with the
organization due to poor quality of service is a concern. Nowadays, the quality of educational
services is an important and effective factor in the success and failure of organizations,
including municipalities (Mohammadi & Bakhtiari, 2015). In other words, quality of service
is defined as the measurement of performance against expectations or the gap between
expectations and perception of educational services (Shahriar, 2013). The problem of quality
of service is created in organizations that do not pay attention to recognizing customer needs
and meeting them. Due to limited resources that affect all organizations, including
municipalities, managers must first identify the needs and expectations of their customers and
then measure their perceptions of educational services received, the gap between the
expectations and perceptions of their customers and finally select the most cost-effective
solutions to fill the existing gap (Bahadori et al., 2013). Nowadays, in a competitive world,
customers are at the center of attention of service organizations such as municipalities and
their satisfaction is the main factor in gaining the competitive advantage of organizations, so
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customer satisfaction plays a vital role in achieving the organization's goals in new business
processes (Habibipour & Karimzadeh (2012).
Also, providing high-quality educational services requires the ability to control quality
at all times and the ability to solve specific problems that may arise (Pariza, 2014). It leads to
increased productivity and customer satisfaction and reduces organizational costs. Quality of
service is the largest problem of service organizations, so all organizations, especially service
organizations, such as municipalities, should seek to improve the quality of their educational
services (Mohammadnia et al., 2010). In the literature of educational services, the importance
of quality of service and its relationship with customer satisfaction has been strongly
emphasized.
Researchers state that high quality of educational services is a prerequisite for customer
satisfaction. Having a knowledge of the concept of quality of service and efforts to improve
it will lead to the provision of quality educational services, and increasing the level of quality
of educational services leads to increased customer satisfaction (Safiek et al., 2014). The great
efforts are nowadays made by researchers, experts, and managers of organizations to improve
performance management tools and expand customer-oriented attitudes, indicating that
customer satisfaction is currently one of the most important factors in determining the success
of organizations (Matoubi & Talebi, 2015). The municipality is one of the institutions of civil
society, which is one of the developmental and participatory structures of the country within
the framework of governance in the social, local and urban areas in the constitution (Hedayat
& Elmi, 2012). Municipalities will succeed in achieving their goals and maintaining a balance
between present and future needs if they consider the satisfaction of the citizens. Satisfaction
of the citizens will make them actively participate in fulfilling the duties and responsibilities
and the participation of the citizens is considered as the core of decision making. Citizens’
satisfaction is a key factor in continuous improvement in the work process to increase
efficiency and improve the quality of comprehensive urban management (Mohammadi &
Bakhtiari, 2015).
Municipalities in Mazandaran province, like other service organizations, are working
within legal frameworks. Increasing the importance of customer satisfaction and respecting
them in municipalities, especially the municipalities of Mazandaran province, requires
identifying and removing barriers of providing high-quality service and improving the process
of providing service. Accordingly, the issue of customer satisfaction in this organization is
one of the important factors and customer dissatisfaction results from a gap between customer
expectations and the performance of municipalities in Mazandaran province, as customer
perceptions (Sari, 2019). Thus, given what was stated above, the aim of this article is to
identify and screen indicators of social factors affecting the quality of educational services.
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Methodology
The present work was developmental in terms of objective and descriptive in terms of
nature. It was conducted using library method (based on past studies, research literature) and
qualitative (interview) method. The statistical population of the study included experts who
were familiar with the subject of quality of educational services. Their number was unknown
and scattered throughout the country, so they were selected purposefully and by considering
the characteristics such as knowledge and experience in the subject, willingness, sufficient
time to participate in the study, and effective communication skills (Ahmadi, 2009), having
scientific research and articles related to the subject of research, availability, experience,
appropriateness of the field of study, PhD level of education, and teaching at the university.
To select an appropriate sample from the population of experts and university professors
of Mazandaran province, a non-random purposeful sampling method was used. Accordingly,
to select the appropriate sample, 15 people were selected from the population of experts and
university professors who met the research inclusion criteria. Based on previous studies, the
research literature and interviews conducted, the model was designed and approved and out
of 36 questions on the social factors affecting the quality of educational services, 7 questions
were related to quality of educational services. In the mentioned questionnaire, respondents
were asked to determine the importance of each of the items.
This questionnaire is scored based on a five-point Likert scale, ranging from
"completely inappropriate" option to a "completely appropriate" option. After obtaining the
opinion of the experts using the approach of Delphi technique, the number of items of the
questionnaire of social factors affecting the quality of educational services changed to 33, and
the questionnaire of quality of educational services changed to 5 items. To assess the result of
survey of the research experts, the mean fit of the dimensions with the desired variable and
the mean fit of the components with the desired dimensions were examined using SPSS
software.
Results
Based on past studies, the research literature and interviews, a total of 33 indicators
(criteria and sub-criteria) were identified. In the first step of Delphi technique, these criteria
were first provided to experts and they were asked to provide suggestions on integrating some
of the criteria into a new one, and finally, no indicator was added to sub-criteria.
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In the second step of the Delphi technique, 33 indicators of social factors affecting the
quality of educational services were first screened to select the criteria that were more
important and appropriate. Then, each of the criteria were reviewed by experts of this field,
who were composed of 15 people and were familiar with all the sub-indicators. Delphi
technique was used for the initial screening of identified criteria. Delphi's technique continued
in two rounds, and in the second round, it was stopped when expert reached a final agreement.
Finally, the remaining 33 indicators in the second round obtained score above 3 again. Thus,
the Delphi technique was stopped and the indicators of social factors affecting the quality of
educational services were used for the final analysis.
Identification and screening indicators of quality of service
Based on previous studies, the research literature and interviews, a total of 5 indicators
were identified. In the first step of Delphi technique, these criteria were provided for experts of
this field and they were asked to provide suggestions on integrating some of the criteria into a
new one, and finally, no
In the second step of the Delphi technique, 5 quality of service indicators were first
screened to select the criteria that are more important and appropriate. Then, each of the criteria
were reviewed and examined by 15 experts who were familiar with all the sub-indicators,
according to Delphi technique.
Delphi's technique continued in two rounds, and in the second round, it was stopped when
expert reached a final agreement. Finally, the remaining 5 indicators in the second round
obtained score above 3 again. Thus, the Delphi technique was stopped and the indicators of
social factors affecting the quality of educational services were used for the final analysis.
Reviewing the results of a survey of experts
Question 1: What are the components of social factors affecting the quality of educational
services in the municipalities of Mazandaran province?
Dimensions and components of social factors affecting the quality of educational services
based on the proposed criteria of experts include employees’ behavior, competence and skills of
employees, innovation in providing service, coordination and accountability of the organization,
organizational trust, organizational performance, social responsibility and employees’ work
values. According to (Table 1), the mean of all dimensions is between 4 and 5 (between
appropriate and completely appropriate) and this means that according to the experts of this
research, there is a fit between all dimensions of social factors affecting the quality of educational
services based on the proposed criteria.
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Table 1
Mean fit of dimensions of social factors affecting the quality of educational services
Variable
Dimension
mean fit of dimension
with variable
social factors affecting
the quality of
educational services
Employees’ behavior
4.314
Competence and skills of
employees
4.268
Innovation in providing
service
4.107
Coordination and
accountability of the
organization
4.097
Organizational trust
4.325
Organizational
performance
4.125
Social responsibility
4.365
Employees’ work values
4.604
Question 1-1: What are the components of employees’ behavior in the municipalities
of Mazandaran province?
According to Table 2, the mean of all dimensions is between 4 and 5 (between
appropriate and completely appropriate) and it means that according to the experts of this
research, there is a fit among all dimensions of employees’ behavior based on the proposed
criteria.
Table 2
Mean fit among dimensions of educational employees’ behavior
Dimension
Mean fit of dimension
with variable
Staff commitment and
conscientiousness
4.400
The level of willingness to help
and respond to the customer
4.333
Having skill of negotiation and
providing information to the
customer
4.600
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Question 1-2: What are the components of employees’ skill and competence in the
municipalities of Mazandaran province?
According to Table 3, the mean of all dimensions is between 4 and 5 (between
appropriate and completely appropriate) and it means that according to the experts of this
research, there is a fit among all dimensions of employees’ skill and competence based on the
proposed criteria.
Table 3
Mean fit among dimensions of educational employees’ skill and competence
Variable
Dimension
Mean fit of dimension
with variable
Employees’ skill
and competence
Employees’ professional knowledge and skills
4.333
Mastery of employees at work
4.600
Employees’ politeness and ability to build trust and
assure the customer
4.800
Question 1-3: What are the components of innovation in providing service in the
municipalities of Mazandaran province?
According to Table 4, the mean of all dimensions is between 4 and 5 (between
appropriate and completely appropriate) and it means that according to the experts of this
research, there is a fit among all dimensions of innovation in providing service based on the
proposed criteria.
Table 4
Mean fit among dimensions of innovation in providing educational service
Variable
Dimension
Mean fit of dimension
with variable
Innovation in
providing
educational services
Reducing the use of written and manual
documents
4.467
Development of technological and
electronic educational services
4.733
Providing accurate information to the
customer by an informed person
4.600
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Question 1-4: What are the components of coordination and accountability in organization in
the municipalities of Mazandaran province?
According to Table 5, the mean of all dimensions is between 4 and 5 (between appropriate and
completely appropriate) and it means that according to the experts of this research, there is a fit among
all dimensions of coordination and accountability in organization based on the proposed criteria.
Table 5
Mean fit among dimensions of coordination and accountability in organization
Variable
Dimension
Mean fit of dimension
with variable
Coordination and
accountability of organization
The division of tasks among
employees
4.333
Interaction and coordination among
administrative departments
4.867
Employees’ social participation
4.467
Question 1-5: What are the components of organizational trust in the municipalities of
Mazandaran province?
According to Table 6, the mean of all dimensions is between 4 and 5 (between appropriate and
completely appropriate) and it means that according to the experts of this research, there is a fit among
all dimensions of organizational trust based on the proposed criteria.
Table 6
Mean fit among dimensions of organizational and educational trust
Variable
Dimension
Mean fit of dimension
with variable
Organization trust
Lateral trust
4.400
Vertical trust
4.267
Institutional
trust
4.200
Question 1-6: What are the components of organizational performance in the municipalities of
Mazandaran province?
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According to Table 7, the mean of all dimensions is between 4 and 5 (between appropriate and
completely appropriate) and it means that according to the experts of this research, there is a fit among
all dimensions of organizational performance based on the proposed criteria.
Table 7
Mean fit among dimensions of organizational and educational performance
Variable
Dimension
Mean fit of dimension
with variable
Organizational
performance
Productivity
4.333
Efficiency
4.533
Effectiveness
4.333
Question 1-7: What are the components of social responsibility in the municipalities of
Mazandaran province?
According to Table 8, the mean of all dimensions is between 4 and 5 (between appropriate and
completely appropriate) and it means that according to the experts of this research, there is a fit among
all dimensions of social responsibility based on the proposed criteria.
Table 8
Mean fit among dimensions of social and educational responsibility
Variable
Dimension
Mean fit of dimension
with variable
Social
responsibility
Economic responsibility
4.267
Legal responsibility
4.200
Moral responsibility
4.267
Optional and voluntary
responsibility
4.333
Discussion
According to experts, the items presented as components of social factors affecting the
quality of educational services are classified in 8 general categories, including employees’
behavior, employees’ competence and skills, innovation in providing service, coordination and
accountability of the organization, organizational trust, organizational performance, social
responsibility, and employees’ work values. According to the results, the employees’ behavior
in the municipalities of Mazandaran province included three factors of commitment and
conscientiousness of employees, the level of willingness to help and respond to the customer,
and having skill of negotiation and providing information to the customer. These results are in
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line with the results of the study conducted by (Varghese, 2019) who showed that all five
variables of reliability, responsiveness, assurance, empathy, tangible factors, development of
technological and electronic educational services, social participation of employees, social
responsibility have a positive effect on customer satisfaction (Varghese, 2019). It was found
that the employees’ competence and skills in the municipalities of Mazandaran province
included three factors of employees’ professional knowledge and skills, mastery of employees
at work, politeness and ability of employees to build trust and assure the customers). These
results are in line with the results of the studies conducted by (Rasouli & Maghsoudpour, 2016)
who showed that there was a relationship between channel marketing and its factors
(completeness of educational services, transportation management, the way of collecting
receivables, technology, micro and pristine markets) and quality of educational services
provided (Rasouli & Maghsoudpour, 2016). These results are also in line with the results of
the study conducted by (Palangard et al., 2016) who showed that improvement in educational
services received by customers is one of the reasons for the profitability of bodybuilding clubs
that offer educational services beyond the expectations of their athletes and they have more
satisfied and loyal customers. They also showed that the quality of service leads to customer
satisfaction and customer satisfaction will lead to increased loyalty and customer retention. As
mentioned, the quality of provided educational services can be one of most important factors
influencing customer loyalty (Palangard et al., 2016).
It was found that innovation in providing educational services in the municipalities of
Mazandaran province included three factors of reduced use of written and manual documents,
mastery of employees at work, providing accurate information to the customer by an informed
person). These results are in line with those of the research conducted by (Sari, 2019) showed
that the quality of provided educational services and mental image of customers had a positive
and significant effect on the loyalty of the customers of Tehran Refah Bank and the quality of
the educational services had a positive and significant effect on the mental image of the
customers and the mediating role of mental image of customers in the relationship between the
quality of provided educational services and customer loyalty was confirmed (Sari, 2019).
For the other hand, it was found that the coordination and accountability of the
organization in the municipalities of Mazandaran province included three factors of division of
tasks among employees, interaction and coordination among administrative departments, and
social participation of employees). These results are in line with those of the research conducted
by Bindal et al (2015) who showed quality of banking educational services through gap analysis
technique in different dimensions of quality and can show key items to improve performance
(Choi et al., 2016). It was found that organizational trust in the municipalities of Mazandaran
province included three factors of lateral trust, vertical trust, and institutional trust. These results
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are in line with the results of the research conducted by (Sanjuq, 2014) who showed reliability,
assurance, empathy and responsiveness did not have a strong relationship with customer
satisfaction, but the tangible aspects of quality of service had a positive effect on customer
satisfaction (Sanjuq, 2014). It was found that organizational performance in the municipalities
of Mazandaran province included three factors of productivity, efficiency, effectiveness. These
results are in line with those of the studies conducted by (Tiregar et al., 2013) who showed a
significant relationship between ergonomic level and quality of service in Zahedan (Tiregar et
al., 2013).
Conclusion
It was found that social responsibility in the municipalities of Mazandaran province
included four factors of economic responsibility, legal responsibility, moral responsibility, and
optional and voluntary responsibility). These results are in line with those of the study
conducted by (Afghanpour & Hasiri, 2013) showed 5 dimensions of quality of service had a
significant effect on employees’ job satisfaction (Afghanpour & Hasiri, 2013). It was found
that employees’ work values in the municipalities of Mazandaran province included three
factors of job satisfaction, organizational commitment, strong desire to participate in affairs.
These results are in line with those of the research conducted by (Fahimnia & Mantegh, 2013)
who showed the effect of service provided by librarians, information control, space and place,
and order and coordination had a significant relationship with the dependent variable of trust in
librarians. Among these variables, the variable of the effect of service provided by librarians
had the strongest relationship with trust in librarians. They also showed that the independent
variables entered in the regression equation predicted 45% of the variance of the dependent
variable (Fahimnia & Mantegh, 2013). It was found that the quality of educational services in
the municipalities of Mazandaran province included five factors of tangible factors, reliability,
responsiveness, assurance, and empathy). Also, the reliability and empathy component were in
good status and tangible factor was ranked the lowest among them (Mirzazadeh et al., 2013).
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