Improving public service delivery through marketing

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

[发布机构] Stellenbosch University