n Journal of Public Administration - Increasing customer satisfaction through enhancing service delivery : an internal marketing approach
|Article Title||Increasing customer satisfaction through enhancing service delivery : an internal marketing approach|
|© Publisher:||South African Association of Public Administration and Management (SAAPAM)|
|Journal||Journal of Public Administration|
|Author||L. De W. Fourie and J. De Jager|
|Publication Date||Sep 2005|
|Pages||229 - 246|
|Issue||Special issue 1|
|Keyword(s)||Tshwane University of Technology|
Low job satisfaction affects the quality of service and may be a contributing factor associated with shortages of health care providers in South Africa. Public service organisations incessantly claim their commitment to service quality, but evidence indicates that almost without any exceptions, negative gaps exist between customer expectations and their perceptions. The missing element is called internal marketing. This involves treating frontline, contact employees as internal customers in an effort to encourage these employees to provide excellent service for the end customer. The purpose of this article is to propose innovative ways in measuring the quality of service delivery in the public service by introducing an internal marketing strategy approach to the public service. This was done by focusing on service delivery in health care; more specifically to determine the levels of satisfaction with regard to predetermined employee satisfaction variables in a provincial hospital in Gauteng, South Africa.
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