Public opinion and the measurement of consumer satisfaction with government services
Authors: Roth Victor J. , Bozinoff Lorne , MacIntosh Peter 
Published: January 2008

Abstract: This paper measures Canadian consumer satisfaction with six government services in two time periods, 1983 and 1988. A taxonomy of government services is developed based on heterogeneity of consumer needs and extent of consumer experience with government services. This framework is used to organize the analysis of regional and demographic differences between satisfied and dissatisfied individuals. Results of the study indicate that the majority of people are very satisfied with all six government services in both time periods. Variation does exist across types of services, and several regional and demographic variables are found to be significantly different across satisfied and dissatisfied respondents within each service.

Sommaire: Ce rapport kvalue la satisfaction du consommateur canadien à I'égard de six services gouvernementaux à deux époques: en 1983 et en 1988. Il élabore une taxonomie des services gouvernementaux en se fondant sur I'héterogéneité des besoins des consommateurs et I'étendue de leur expérience avec les services gouvernementaux. Ce cadre sert à structurer I'analyse des différences régionales et démographiques entre les personnes satisfaites et celles qui ne le sont pas. Les résultats de I'étude montrent que la plupart des consomrnateurs sont trés satisfaits des six services en question au cours des deux époques étudiées. Il existe des variations selon le type de service et des différences marquées dans plusieurs variables régionales et démographiques entre les répondants satisfaits et insatisfaits a I'égard de chaque service.

Many liberal political theorists maintain that “the will of the people” is highest authority in a democracy, and should be directly reflected in policy initiatives sponsored by the government of the day. It is important to understand the fundamental principles which underpin western liberal democracies when studying consumer satisfaction with government services. Given the exalted position granted public opinion in these countries, one can hardly dispute the premise that reference to the wishes of the people is correct.

Summary and Conclusions Contrary to past studies, this study found no massive dissatisfaction with government services. Differences in satisfaction do exist and these can be explained primarily by experience levels and heterogeneity of consumer needs. In particular, a strong interaction between experience and needs indicate that services with high experiencelheterogeneous needs receive a low evaluation.

Also, satisfaction evaluations remain relatively stable over time but vary greatly across regions. Demographic differences in satisfaction are generally consistent with heterogeneity of needs and experience levels.

The relatively high levels of satisfaction found in the study would, prima facie, imply that the government need not be too concerned about improving public services. But two characteristics, heterogeneity of consumer needs and extent of consumer experience, are useful for the categorization of government services on likelihood of dissatisfaction. Public services must be monitored, and monitored differently, depending on the average consumer's experience and need. It is evident that, in the short run, lower‐quality services provided to high experience/heterogeneous needs consumers are most likely to generate dissatisfaction and complaints and thus put pressure on governments. A more serious, long‐run problem may, however, exist with services provided to low experience/homogeneous needs consumers. It is possible that these services may deteriorate very badly before consumers complain and hence corrective action is taken. On the other hand, perhaps this is the essence of government service supply strategy.