The Concept of Marketing Practices and Service Delivery in the Public Sector: A Focus on the State of Alabama
Abstract
The development of services affiliated with the public sector is adversely increasing and has an increased role in the national economy. Numerous public sector institutions have been undertaking marketing activities to enhance service delivery according to their Service Charters. The paper determined the influence of public sector marketing on service delivery in federal agencies in the state of Alabama. 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, price, place promotions and service marketing. A descriptive research design was used because it focuses on complex analysis to bring out the correlation of variables. The study captured the main federal agencies in the state of Alabama. The results indicated that all the variables carried positive predictive power although there was variation in significance level. The results also showed that product marketing had a positive and significant effect on service delivery. Price marketing had a positive and significant effect on service delivery. Promotion marketing had a positive and significant effect on service delivery. Lastly, place marketing had a positive but insignificant effect on service delivery. 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 federal agencies to have a greater influence on service delivery.
Keywords; Marketing Practices, marketing mix theory, Public Sector, Service Delivery & The state of Alabama
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