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CUSTOMER ORIENTATION OF THE MUNICIPAL SERVICE PROVISION COMPANIES IN HUNGARY

Tamás Józsa
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Tamás Józsa: University of Pannonia

Enterprise Theory and Practice Doctoral School (ETPDS) Working Papers from Faculty of Economics, University of Miskolc

Abstract: The municipalities in Hungary play a significant role in the provision of public services and they are responsible for a vast array of local services. The goal of the recent state reform is to create a legal framework in order to increase the efficiency and effectiveness of the local services. The municipalities are obliged to enhance the performance of the service delivery and thus are expected to support the goals of the central government. The aim of the study is to scrutinize the availability of marketing concepts in order to improve the organizational performance. The research is being carried out with respect to water and sewage provision, maintenance of public space and cemetery, waste management, public transportation, heat supply and municipal nourishment. The fitness of marketing concept to strengthen the customer dimension outputs of the service provider firm depends on the existing level of market orientation. According to the market orientation model I support the notion to develop a customer focused organizational design that permeates the whole firm in order to create pervasive results. It is to presume that the low level of competition and the low level of market turbulence and the bureaucratic structure of the firm have negative impact on the market orientation and that results poor customer dimension performance. The study investigates if there are benchmark solutions that fit the goals and could be promoted among all municipal service companies.

Date: 2015-10-15
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Published in Challenges in economic and technological development - Conference Proceedings, 15-16 October 2015, ISBN 978-963-358-100-1, University of Miskolc

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