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O MARKETING COMO ESTRATÉGIA NA ADMINISTRAÇÃO PÚBLICA: ESTUDO DE CASO.

O MARKETING COMO ESTRATÉGIA NA ADMINISTRAÇÃO PÚBLICA: ESTUDO DE CASO.

Authors :
Líbano, Joana
Braga, Ascensão
Neves, Fernando
Source :
Egitania Sciencia. Jul-Dec2018, Issue 23, p81-101. 21p.
Publication Year :
2018

Abstract

With the changes that have been felt in public administration, quality and customer satisfaction are important concepts not only in the private sector but also in the public sector. Marketing in Public Administration appears generally associated with Marketing Public Services but can also use up various Marketing instruments to transform the attitude of the citizens and make it have a more active participation in such services. Today the quality of public services is essential in response to requests from citizens and it is therefore necessary to advertise this service. The analysis of the survey data by questionnaire applied in the Office of Customer Service Citizen of the City of Estarreja, shows that, in general, client-citizen satisfaction results are positive aspects and those that are valued most are related to the issues of physical evidence and processes in providing services. [ABSTRACT FROM AUTHOR]

Details

Language :
Portuguese
ISSN :
16468848
Issue :
23
Database :
Academic Search Index
Journal :
Egitania Sciencia
Publication Type :
Academic Journal
Accession number :
148281874
Full Text :
https://doi.org/10.46691/es.v2i23.186