Measuring The Impact of Services Quality on Beneficiary Satisfaction in NGOs: Beneficiary Perspective in Latakia Governance.

Abstract

This study aims to measure the impact of services provided by some non-governmental organizations in Latakia Governorate on beneficiary satisfaction in Syria – from the beneficiaries’ point of view. The importance of this study stems from the role these organizations play in providing humanitarian and development support within the Syrian context, which is characterized by economic and social challenges. The study adopted a descriptive analytical quantitative approach, with data collected through 235 valid questionnaires distributed to a sample of 250 beneficiaries. The questionnaire was designed using a five-point Likert scale and addressed multiple dimensions of beneficiary satisfaction, including service quality, ease of access, organizational responsiveness, staff treatment, service adequacy, and frequency of service provision. It also included sections to assess the impact of potential challenges and cognitive biases from the beneficiaries' perspective. It seeks to identify the factors influencing beneficiary satisfaction, explore the impact of cognitive bias on service design and delivery, and analyze the role of frequency of service delivery on satisfaction levels. It also aims to uncover differences in satisfaction levels between different organizations and diagnose the challenges facing beneficiaries. The results indicated a positive and statistically significant relationship between service quality and beneficiary satisfaction, and a negative impact of cognitive bias on this satisfaction. The results also revealed statistically significant differences in satisfaction levels among the four organizations. Multiple regression analysis showed that service quality, cognitive bias, and frequency of service delivery were the most prominent factors explaining the variance in beneficiary satisfaction. These findings may provide NGOs with evidence-based insights to enhance the effectiveness of their programs, improve the quality of NGO work, and adapt their services to effectively meet the needs of beneficiaries. This will positively impact beneficiary communities and contribute to the sustainability of the humanitarian impact of NGOs.