Extended Abstract
Aims:
This study aimed to evaluate citizens' satisfaction with the design components of Emam Khomeini Square in Hamedan and determine the relative contribution of each factor. The main questions were: What components affect citizens' satisfaction based on a seven-factor model? What is the level of satisfaction? Is there a significant difference between women and men? What is the main reason for citizens' presence? The study sought to address gaps in previous research by providing a comprehensive model covering physical, functional, perceptual, social, and managerial dimensions, offering quantitative prioritization of factors, and examining gender differences. The theoretical framework was based on Carmona, Whyte, Gehl, Lynch, and Newman, who consider satisfaction with urban spaces a multidimensional phenomenon. The seven-factor model was developed to cover different dimensions while preventing conceptual overlap. Physical factors were divided into facade and middle; access-location was added as a contextual factor, and managerial as a supporting factor. The dependent variable was citizens' satisfaction, while social interactions were considered an indirect outcome based on theoretical foundations, not an independently measured variable.
Materials & Methods:
This applied, descriptive-survey study used a researcher-made questionnaire. The population consisted of native citizens present in Emam Square who met inclusion criteria: being a native of Hamedan, having at least six months of presence, and being present during distribution. Due to the unknown number of visitors and absence of a complete list, available sampling was used. Questionnaires were distributed at different times (morning, afternoon, and evening) and locations to reduce bias. The sample size of 100 was determined based on exploratory factor analysis and multiple regression rules. The questionnaire included demographic information and 31 components in 7 factors using a five-point Likert scale. Validity was confirmed by expert opinion and EFA; reliability by Cronbach's alpha (0.79–0.81). KMO was 0.84, and Bartlett's test was significant (p<0.001). Overall satisfaction was measured through 3 independent items (overall satisfaction, willingness to return, recommending to others) with reliability of 0.82, to prevent structural overlap with predictors. Independent variables included 7 factors: access-location, physical-facade, physical-middle, visual-aesthetic, psychological-social, functional-vitality, and managerial. Due to non-normal distribution, the Mann-Whitney test and multiple regression (with assumptions checked: linearity, independence of errors, homoscedasticity, residual distribution, outliers, influence, and multicollinearity; Durbin-Watson=1.94; VIF between 1.12 and 1.89) were used. Data were analyzed with SPSS version 26.
Findings:
Of the 100 respondents, 58% were women and 42% men. The largest age group was 18–30 years (31%). Most visits occurred in the evening (56%), with walking (28%) and shopping (26%) as main motivations. Mean scores ranged from 3.74 to 4.11. Highest: facade function (4.20), happiness (4.11), roads (4.10), active interactions (4.09). Lowest: parking (2.09), floor design (2.27), passive interactions (2.68), natural elements (2.79). Mann-Whitney results showed women had higher satisfaction with lighting, prominent buildings, color/texture, natural elements, geometric shape, seating, comfort, and active interactions; men had higher satisfaction with security, rest, and roads. Multiple regression showed three factors significantly predicted satisfaction: functional-vitality (β=0.35), psychological-social (β=0.28), and access-location (β=0.20), together explaining 68.5% of the variance (R²=0.685; F=36.45; p<0.001). The other four factors were not significant.
Conclusion:
Citizens' satisfaction with Emam Square is at a desirable level. Functional-vitality scored highest (mean 4.10, 89% satisfaction), while managerial factor scored lowest (mean 3.03, 70% satisfaction), especially parking. Walking was the main motivation, showing the square functions well for movement but less as a social meeting place. Satisfaction with active interactions (4.09) was significantly higher than passive interactions (2.68), which may foster sustainable social interactions based on theoretical foundations, though definitive proof requires longitudinal research. The study contributes by distinguishing active and passive interactions, adding managerial, psychological-social, and functional-vitality dimensions, and providing quantitative prioritization. Results differ from Etesamian et al. (2019) and Haghi et al. (2017). Limitations include available sampling, borderline sample size for EFA, lack of confirmatory factor analysis, single-case study, and cross-sectional data. It is recommended that planners prioritize functional-vitality, psychological-social, and access-location factors. Future research should use larger samples, longitudinal methods, and confirmatory factor analysis.