Service Evaluation and Customer Orientation using Need Based Approach to Enhance Effectiveness in Public Sector Marketing

Abstract

Marketing approach rarely moves ahead without self-interest. This inculcates a strong link between customer orientation and strategies followed for public sector marking. In case of China, due to huge population, there seems a greater challenge to maintain quality services and public satisfaction. Taking into account the extensively developed railway network, we conducted a survey of customers utilizing train services in China with an aim to document train service effectiveness in relation to satisfaction and perceived customer orientation. The evaluation was based on questionnaire specifically prepared to analyze public sector marketing effects on shaping views of train customers who travel within China through railway network. Results enabled us to construct a model that clearly indicates speed, comfort, cleanliness and flexible train schedules have strong positive impact train users. Marketing focus on purchase of tickets such as online buying and information about train schedules inside stations has inspired huge population to prefer travelling through train than any other means. Our findings show that well planned customer orientation before public service marketing will create a customers need which can be set as political objective to enhance customer satisfaction by taking control of that need as in the case of China high speed train.

DOI: 10.5901/mjss.2016.v7n3s1p155