The effect of electronic quality of municipal services on customer satisfaction and loyalty according to the mediating role of perceived value by customers and customer trust in the deputy of finance and urban economics of Tehran municipality

with four hypotheses to improve the loyalty of citizens and customers regarding the dimensions of the quality of e-services of Tehran municipality. The statistical population of the study in a 315 member sample. The research method has been applied, descriptive and survey method. The data collection tool was a standard questionnaire with 63 questions Which has been validated by validation and structural validity, validity and Cronbach's alpha coefficient. to test the hypotheses, the structural equation modeling method was used with Amos software. The results of this research have shown that all four hypotheses have been confirmed. So that the quality of electronic services of municipalities on the citizens 'satisfaction had a positive impact of 0.641; the satisfaction of the municipal electronic services on the citizens' loyalty had a positive impact of 0.819. Also, the perceived value of electronic services of municipalities has an intermediary effect on the impact of service quality on citizens 'satisfaction by 0.411; and the trust of customers in electronic services of municipalities has had an intermediary effect on the impact of service quality on citizens' satisfaction of 0.941. Therefore, the role of moderating citizens' trust in electronic services of municipalities has been very high