Improving public service delivery through marketing

Minnie, Johan A. (2000-12)

Thesis (MPA)--Stellenbosch University, 2000.

Thesis

ENGLISH ABSTRACT: The hypothesis explored in this thesis is that the application of marketing in the public sector will improve public service delivery. Three different areas of academic enquiry are examined in an effort to prove a beneficial relationship between marketing and public service delivery. These three areas are Public Management, Marketing, and Services Management. Certain challenges for improving service delivery are identified in each of these disciplines, and the current status of public sector marketing is described. The study is applied to the Cape Metropolitan Area, and specifically the Cape Metropolitan Council. This does however not rule out the application of the findings of the study to other areas. Additional to the normal literature study, research for the thesis involves personal interviews with public managers, and on-line questionnaires on the Internet and the Intranet of the Cape Metropolitan Council. Combining the results of the literature study and the physical research with the argument constructed in the thesis, it is found that many of the challenges identified in the three disciplines address each other, and that marketing can definitely prove useful as a tool with which to improve public service delivery. A model for marketing-oriented public service delivery is proposed.

AFRIKAANSE OPSOMMING: Die hipotese wat in hierdie tesis aangespreek word is dat die toepassing van bemarking in die openbare sektor sal meebring dat openbare dienslewering sal verbeter. Drie studievelde word verken om te bepaal of enige afleidings gemaak kan word oor die positiewe invloed van bemarking op dienslewering. Die drie studievelde is Openbare Bestuur, Bemarking, en Dienstebestuur. Sekere uitdagings om dienslewering te verbeter word in elke veld geïdentifiseer, en die huidige status van openbare bemarking word verduidelik. Die studie word toegepas op die Kaapse Metropolitaanse Gebied, met spesifieke verwysing na die Kaapse Metropolitaanse Raad. Die toepassing van die bevindings van die studie op ander gebiede word egter nie hierdeur uitgesluit nie. Bykomend tot die literatuurstudie word persoonlike onderhoude met openbare sektor bestuurders en vraelyste op die Internet en die Intranet van die Kaapse Metropolitaanse Raad as deel van die navorsingspoging gebruik. Deur die resultate van die navorsing en die literatuurstudie te vergelyk met die argument in die tesis, word dit bevind dat die uitdagings uit die verskillende velde mekaar aanvul. Dit word bevind dat bemarking aansienlik sal kan bydra tot die verbetering van dienslewering in die openbare sektor. 'n Model vir bemarkings-georiënteerde openbare dienslewering word voorgestel.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/51798
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