Marketing in Public Sector and Service Delivery in Peru
Abstract
The development of services affiliated to the public sector is adversely increasing and has an increased role in the national economy. Numerous community sector establishments have been undertaking marketing activities with the intention of enhancing service delivery according to their Service Charters. The study examined the influence of public sector marketing on service delivery in government agencies in Peru. 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. Descriptive research design was used because it focuses on complex analysis to bring out the correlation of variables. Questionnaires was used as the research instrument. Inferential statistics was presented in regression models and was tested at 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 should be more emphasized in order to have greater influence on service delivery.
Keywords: Public Sector, Marketing Practices, Service Delivery, Government Agencies & Peru.
References
Armstrong Soule, C. A., & Reich, B. J. (2015). Less is more: is a green demarketing strategy sustainable? Journal of Marketing Management, 31(13-14), 1403-1427.
Basta, D. (2015). Fundamentos de marketing. Editora FGV.
Bhasin, H. (2011). An alternative to marketing mix-4Cs of marketing. Retrieved June 12, 2015.
Brennan, G., & Buchanan, J. M. (1988). Is Public Choice Immoral--The Case for the Nobel Lie. Va. L. Rev., 74, 179.
Buchanan, J. M., & Tollison, R. D. (Eds.). (1984). The Theory of public choice--II (Vol. 2). University of Michigan Press.
Chatfield, A., & AlAnazi, J. (2013). Service quality, citizen satisfaction, and loyalty with self-service delivery options to transforming e-government services. Prentice Hall, Pearson Education, England.
Farquhar, J. D., & Robson, J. (2017). Selective demarketing: When customers destroy value. Marketing Theory, 17(2), 165-182.
Fine, S. H. (2017). Marketing the public sector: Promoting the causes of public and nonprofit agencies. Routledge.
Gordon, R. (2011). Critical social marketing: definition, application and domain. Journal of Social Marketing, 1(2), 82-99.
Gregory, A. (2016). Public relations and management. In The public relations handbook (pp. 76-100). Routledge.
Heijlen, R., Crompvoets, J., Bouckaert, G., & Chantillon, M. (2018). Evolving Government Information Processes for Service Delivery: Identifying Types & Impact. Administrative Sciences, 8(2), 15.
Hope, K. R. (2008), Poverty, Livelihoods, and Governance in Africa: Fulfilling the Development Promise. New York: Palgrave Macmillan.
Hope, K. R. (2011). Investing in Capacity Development: Towards an Implementation Framework. Policy Studies, 32(1), pp. 59-72.
Hope, K. R. (2012). The Political Economy of Development in Peru. New York: Continuum Books.
Kotler P, Lee N (2007). Marketing in the public sector: a roadmap for improved performance. Pearson Education, Inc
Kotler P, Zaltman G (1971) Social marketing: an approach to planned social change. Journal of Marketing 35:3–12
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Kotler, P., & Armstrong, G. (2013). Principles of Marketing (16th Global Edition).
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.
Madill, J. J. (1998). Marketing in government. The Journal of Public Sector Management. Vol. 28, No. 4, pp. 9–18.
Peattie, K., Peattie, S., & Newcombe, R. (2016). Unintended consequences in demarketing antisocial behavior: project Bernie. Journal of Marketing Management, 32(17-18), 1588-1618.
Prout, S. (2018). The entangled relationship between Indigenous spatiality and government service delivery. Canberra, ACT: Centre for Aboriginal Economic Policy Research, Research School of Social Sciences, College of Arts & Social Sciences, The Australian National University.
Ramseook-Munhurrun, P., Lukea-Bhiwajee, S. D., & Naidoo, P. (2010). Service quality in the public service. International Journal 0f Management and Marketing
Research, 3 (1), 40-41.
Riccucci, N. (2018). Managing diversity in public sector workforces: Essentials of public policy and administration series. Routledge.
Serrat, O. (2017). Marketing in the public sector. In Knowledge Solutions (pp. 111-118). Springer, Singapore.
Stanciu, S. (2014). Particularities concerning the creation and implementation of the marketing mix in public institutions. LESIJ-Lex ET Scientia International Journal, 17(1), 369-381.
Stringham, E. (2005). Anarchy, state and public choice. Edward Elgar Publishing.
Tomkinson, R. (2017). Shared services in local government: improving service delivery. Routledge.
Walsh K (1994) Marketing and public sector management. European Journal of Marketing, 28(3):63–71
Wollmann, H., Koprić, I., & Marcou, G. (Eds.). (2016). Public and social services in Europe: From public and municipal to private sector provision. Springer.
Yelkur, R. (2010). Customer satisfaction and the services marketing mix. Journal of Professional Services Marketing, 21(1), 105-115.
Zaheer, A. N., & Rashid, A. (2017). Analyzing the role of public sector marketing in improving social effectiveness: a case study from Anhui province, China. International Review on Public and Nonprofit Marketing, 14(1), 57-71.
