Citizen satisfaction with public services: A multi‐province study in Vietnam

Abstract Citizen satisfaction with public services is an increasingly important governance concern. However, research on the sources of citizen satisfaction remains conceptually under‐developed. Moreover, there is an absence of clarity over expectations’ position in the satisfaction process. This paper, using the case of land administration in Vietnam, proceeds to improve the status quo. In particular, it introduces a more robust predictive model, based on latest cognitive and attitudinal theory, and evaluates key mediatory effects. Subsequently, regression analysis reveals (1) satisfaction is associated with one internal (i.e. expectations) and five external (i.e. socio‐demographic, structural, sociological, and performance) predictors; and (2) expectations are both a significant satisfaction predictor and a mediator of multiple satisfaction relationships. These findings, then, (1) suggest expectations play a more comprehensive and multi‐dimensional role vis‐à‐vis satisfaction than previously thought; and (2) underscore the value of interdisciplinary theoretical frameworks to citizen satisfaction research. Points for practitioners Holistic approaches addressing both internal and external satisfaction predictors should be considered. Governments and public service providers should actively manage citizen expectations. Robust feedback systems and transparent public service messaging can help foster long‐term satisfaction. Improving citizens' general perceptions of government should receive attention. Interventions should be tailored to the unique needs and characteristics of each jurisdiction or population group.