DEVELOPING ISLAMIC SMART CITY MANAGEMENT USING ORGANISATION PUBLIC RELATIONSHIP (OPR) EFFECTIVENESS: A STRUCTURAL EQUATION MODELING (SEM) PARTIAL LEAST SQUARE APPROACH

Abstract

Purpose  of  Study:  This study revaluates the interrelationships between relationship-building and bottom-line consequences to the public sector organisation and development of Islamic smart city management projects to confirmatory investigate the results of relationship measures on the internal customer satisfaction and behavioral intentions. Methodology: In general, by connecting organisation-public relationship (OPRs) components and behavioral intentions outcomes may fortify and support the relationship marketing theory. The previous result of the linear regression analysis supports the proposed model based on the empirically validated organisation-public relationship (OPRs) components, which were reliable and valid. Main Findings: The results of reliability, correlation, regression analysis, and Mahalanobis Distance analysis using PLS technique data analysis were presented. Outcomes from structural equation modeling show that customer satisfaction mediated the connection between organisation-public relationship (OPRs) dimensions and behavioral intentions consequences. In the same meaning, customer satisfaction is a predictor and exogenous variable in the model. The results revealed that public sector managers perceived the development of Islamic smart city management within the public sector organisation as trustworthy would more likely to say positive things of the current organisation.