Public Sector Marketing Practices and Service Delivery in Government Agencies in Romania
Abstract
The development of services affiliated with the public sector is adversely increasing and has an increased role in the national economy. Numerous community sector establishments have been undertaking marketing activities to enhance service delivery according to their Service Charters. The study examined the influence of public sector marketing on service delivery in government agencies in Romania. This study was anchored on three theories, namely: marketing mix theory, public choice theory and resource-based theory. These theories were used as they relate to marketing concepts and they inform the study of the marketing aspects in diverse institutions. The study used the marketing mix practices used in the public sector including products and services marketing, price marketing, place marketing promotions and service marketing. A descriptive research design was used because it focuses on complex analysis to bring out the correlation of variables. Questionnaires were used as the research instrument. Inferential statistics were presented in regression models and were tested at a 0.05 significance level. The results indicated that all the variables carried positive predictive power although there was variation in significance level. The study concluded that product marketing, pricing marketing, place marketing and promotion marketing strategies have a positive effect on service delivery in the public sector. The study recommended that the marketing mix strategies should be widely adopted by government agencies and should be more emphasized to have a greater influence on service delivery.
Keywords: Public Sector, Marketing Practices, Service Delivery, Government Agencies & Romania.
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