The mediating effect of perceived value between service delivery and citizens’ satisfaction on urban transformation centre (UTC) in Malaysia / Ummi Farhani Firdaus

This study addresses the limited research on the mediating role of perceived value in the context of Urban Transformation Centres (UTCs) in Malaysia. Focused on factors influencing service delivery and citizens' satisfaction, the research examines the relationship between service delivery factors and citizens' satisfaction, emphasizing the mediating effect of perceived value. The objectives include assessing citizens' satisfaction levels in UTCs, determine the relationship between service delivery factors and satisfaction, and investigating the mediating role of perceived value. Additionally, the study gauges service providers and policy makers' perceptions of factors influencing citizens' satisfaction. Factors under service delivery, such as service quality, offered services, and social media, serve as independent variables. The study spans all UTCs in Malaysia, employing a Mixed Method Sequential Explanatory Design with 500 quantitative survey respondents (50 per UTC) and qualitative insights from six participants, including service providers and a policy maker. Analysis involves SPSS V26 for quantitative data and Thematic Analysis for qualitative findings.