Are public sector organizations becoming customer centred?

Peter J. Graham

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Public Policy and Administration Research Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Reports a systematic analysis of marketing positions advertised in the Australian public sector between 1982 and 1991. Compares the use of such positions by various component groups of organizations within the public sector. Using Kotler and Andreasen′s typology, seeks to discover the extent to which such organizations are customer versus organization centred. Also analyses trends over the ten‐year period. Discovers three distinct segments of public sector organizations: the policy makers; service deliverers; and trading organizations.

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1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1969Broadening the Concept of Marketing 1972A Generic Concept of Marketing 1990Social marketing: strategies for changing public behavior 1985Strategic marketing for nonprofit organizations 2008Marketing for nonprofit organizations 1987Marketing Government and Social Services 1993Public Policy in Australia

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2004Consumer confusion: reduction strategies in higher education 1998Barriers to Marketing Development in the Barristers’ Profession 2017The application of a risk measurement tool in Greek public sector 2021Market Orientation in the Public Sector: The Perspective from an Emerging Economy

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