Investigating the relationship between customer satisfaction and customer complaints and trust in the municipality of Tehran

In all new models of quality, customer satisfaction is a prerequisite for achieving financial goals. A reliable indicator to measure customer satisfaction and analysis of its results can provide a comprehensive picture of the company's performance and timely planning for managers. In different models of customer satisfaction measurement, there are different evaluations between complaints; customer trust and customer satisfaction. Municipalities are the important organizations in municipal services and management of each city. In this study, the relationship between customer satisfaction and customer complaints and trust in the municipality of Tehran has been investigated. The statistical pool of the current research is divided in two groups; first, are deep interview with 38 managers and connoisseurs to assessing and measuring customer satisfaction level in municipality's activities. Second, are 450 questionnaires that distributed in customers. 420 questionnaires were returned with usable data. The method of data analysis is using Structural Equations and their evaluation by confirmatory Factor Analysis method using Lisrel software and also, comparative studies were performed using SPSS software. The results showed that customers' expectations, perceived quality of services and their mental image had a positive and significant effect on customer satisfaction in Tehran municipality. Also, customer satisfaction has a positive and significant effect on trust and negative relation with complaints.