Evaluating the Level of Villagers' Satisfaction with the Implementation of the Hadi Project Using the KANO Model(Case Study: Qara Aghaj Kuh Village, Urmia city)

The aim of this study was to evaluate the satisfaction of villagers with the implementation of the Hadi project using the Kano model in Qara Aghajkooh village of Urmia city. The statistical population of the study consisted of all heads of households in Qara Aghajkooh village, 204 of whom were selected and evaluated using the Krejcie-Morgan table as a sample. The research tool was a KANO couple questionnaire whose validity was confirmed by experts in the field. To evaluate the reliability, 30 out-of-sample questionnaires were completed and the Cronbach's alpha value was 0.883, which indicated the optimal reliability of the questionnaire. Factors Affecting Villagers' Satisfaction with the Implementation of the Master Plan According to the Kano model, they were classified into three sections: functional, basic and motivational requirements. Findings from Kano model showed that the highest level of satisfaction of villagers with the implementation of the master plan in the field of meeting the basic needs of the factor of standardization of structures with a coefficient of satisfaction of 0.55 and the lowest level of factor garbage collection and disposal with a satisfaction coefficient of 0.08. Also, among the factors of functional requirements, the highest level of satisfaction was allocated to the factor of increasing the tendency to work in the service sector of the village with a satisfaction coefficient of 0.88 and the lowest amount to the factor of attention to historical and cultural values of the village with a satisfaction coefficient of 0.62. In the group of motivational requirements, the highest and lowest levels of satisfaction are related to the factor of increasing land prices with a satisfaction coefficient of 0.92 and increasing the amount of investment in rural areas and new economic opportunities with a satisfaction coefficient of 0.75, respectively. In order to improve the factors related to the three groups, the priority is first with the basic requirements, then the functional requirements and finally the motivational requirements.