Author/Authors :
GÜLER, YUNUS BAHADIR Kırıkkale Üniversitesi, Turkey , GÜRER, ALPER Kırıkkale Üniversitesi, Turkey
Abstract :
In this study, it is aimed to reveal the effect of local participation in municipalities, which is the most effective local management units in which local people can make decision in order to meet local and joint works, and to reveal the service marketing functions in which participation is most important. Whether perception of satisfaction from service marketing functions of municipalities differs according to the level of citizen’s participation, is another result that is tried to be reach with this research. By face to face survey which is conducted for this purpose, the degree of application of the local participation is designated in municipal service groups. And satisfaction levels of citizens about municipal service marketing sub-variables is tried to be designated by putting forth the importance local participation in terms of marketing decisions. According to results of the research, 6 sub-factor groups is formed toward the effectiveness of the local participation on service marketing. These factor groups are price-product, physical environment, processes, strategic thinking, promotion, external employees and in-house employees respectively. At the study, while men give more importance to concrete marketing variables like price-product and physical environment variables, women give more importance to abstract variables. Again, based on research results, necessity of being attentive arisen in determining services toward participants who have lower education level while municipalities take marketing decisions based on education level of target audience.
NaturalLanguageKeyword :
Local participation , service marketing , municipal services , service marketing function
