Purpose

This research examines how individuals perceive public service interactions through the framework of consumer psychology. Although consumer research has thoroughly analyzed trust, satisfaction, and choice within market contexts, their relevance to public services is still insufficiently explored. The research examines how individuals in the Philippines perceive their interactions with frontline government offices and how these experiences influence both satisfaction and trust in governmental institutions. Design/Methodology/Approach The study used a qualitative case study approach. Data were gathered from two local government units (LGUs) at three service locations: civil registry offices, business permit and licensing offices, and barangay health centers. The research did forty semi-structured interviews and three focus group discussions, and watched people in waiting areas and transaction counters. Thematic analysis was employed to discern recurring patterns in citizen narratives, utilizing triangulation across data sources to ensure validity. Findings The study has five main findings. First, timeliness and efficiency set the standard for baseline satisfaction, and transparency helped ease frustration over delays. Second, evaluations were heavily influenced by how people treated each other with respect, dignity, and fairness, often more so than by procedural flaws. Third, trust was characterized as relational and contingent, developed gradually yet susceptible to erosion. Fourth, citizens talked about forced consumption, pointing out that there were no options to leave and that their expectations had to be lowered. Finally, service encounters had symbolic meaning, either confirming or questioning belonging and legitimacy. Implications The research broadens consumer psychology by implementing satisfaction and trust theories in non-market settings defined by obligatory consumption. It stresses that for public administration, service design must combine efficiency with fairness and dignity, since frontline interactions are key places where legitimacy is either upheld or undermined. Originality/Value This research creates a citizen-consumer framework that connects consumer psychology and public administration. It shows that service encounters are both consumer experiences and democratic moments that affect trust and legitimacy.