CUSTOMER SERVICE MANAGEMENT IN THE PUBLIC SECTOR. A MARKETING PERSPECTIVE

MădălinaA. Coțiu
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MădălinaA. Coțiu: Babeș-Bolyai University Cluj-Napoca/Technical University in Cluj-Napoca, Romania

Management Intercultural, 2014, issue 31, 105-111

Abstract: In recent years, public institutions have come to the forefront of the public opinion requesting quality services in the public sector and increased attention to citizens’ needs. The aim of this paper is to evaluate the importance of the development of a customer service management system in the reorganisation of public institutions based on marketing principles while also identifying further research areas regarding satisfaction determinants for public service beneficiaries. The research was conducted through secondary data analysis retrieved from national and international studies regarding the satisfaction of public services beneficiaries. Results suggest that implementing a customer service model leads to a reorientation of public institutions towards relationship marketing. The originality and novelty of this paper lie in the presentation of a new perspective on public institutions based on customer service. The article is relevant in the context of the need for increased citizen trust and efficiency in the public sector.

Keywords: Marketing; Customer service; Public institutions (search for similar items in EconPapers)
JEL-codes: H10 M31 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:interc:y:2014:i:31:p:105-111

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