Marketing of Public Services
Marketing of Public Services
复制标题
公共服务营销
作者：
M. Ayyagari;S. Parahoo;H. Harvey
公共服务由政府提供，传统上以供应为导向。不断变化的公民期望给政府机构和公共部门组织带来了压力，要求它们对效率和效力负责。此外，为了提高国际竞争力，在世界最佳政府中名列前茅，在公共服务领域也采用了行之有效的营销理念和方法。本研究旨在考察服务质量、声誉和消费者参与度对一项重要的公共服务即顾客感知价值、满意度和忠诚度的影响，迪拜地铁在竞争激烈的市场中运营。该研究旨在开发和实证测试旅行行为的结构模型，该模型基于满意度，价值，质量，声誉和参与度等变量，这些变量已被发现在各种行业环境中推动忠诚度。满意度的驱动因素的理解有助于政府的目标，提供最好的竞争对手在私营部门的服务，有助于在服务管理文献中被忽视的公共服务的背景下，并捕获的见解，帮助转变为服务主导的思维在公共部门。
Public services are provided by government and have been traditionally supply-oriented. Changing citizen expectations put pressure on government agencies and public sector organizations to be accountable for efficiency and effectiveness. Further, the quest to enhance international competitiveness by ranking high in the echelons of world’s best governments, led to the adoption of proven marketing philosophy and methodologies in the domain of public service as well. The present study aims at examining the impact of Service quality, Reputation and Consumer Engagement on Customer Perceived Value, Satisfaction and Loyalty for an important public service viz., Dubai Metro which operated in an intensely competitive market. The study aimed at developing and empirically testing a structural model of travel behavior based on variables such as satisfaction, value, quality, reputation and engagement that have been found to drive loyalty in various industry settings. An understanding of the drivers of satisfaction contributes to the government’s aim of delivering services that rival the best in the private sector; contributes to the neglected public service context in the service management literature and captures insights that help the shift to service-dominant thinking within the public sector.