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This study delves into the complex relationship between water service delivery and user perception, focusing on Ahmedabad's households. Rather than treating water as a passive utility, it considers how satisfaction, trust in authorities, affordability, and coping costs shape residents’ willingness to invest in better services ,particularly for continuous supply and improved quality. Through field surveys and regression models, it evaluates existing payment behaviors, latent willingness to pay (WTP), and the trade-offs people make to ensure safe water. It also explores tariff reforms and cost recovery mechanisms essential for sustainable, equitable service delivery under urban water governance frameworks.