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
Highlights
The primary basic normal for the government organizationās products are that it is prevalently a service item; it comprised on a tri-segment type of requirements, obligations and amenities and it shows features of pecuniary experts' idea of a āpublic good "
We developed the conceptual framework from the brief literature review; Fig 1 explained the focus of public sector marketing towards public services in order to meet the customer satisfaction
The result of the survey used in this study showed the fast train user satisfaction toward services, we used different parameter to measure the effectiveness, in table 3 indicate that the price followed by accessibility and responsiveness as signals of customer satisfaction and tolerable pleasing of customer wants
Summary
The primary basic normal for the government organizationās products are that it is prevalently a service item; it comprised on a tri-segment type of requirements, obligations and amenities and it shows features of pecuniary experts' idea of a āpublic good ". Numerous public sector supervisors realize that marketing is more than interchanges or sales, yet they don't have the foggiest idea about the "enchantment" that makes it work When they comprehend the four Psāproduct, price, place, and promotion they can utilize them to change their correspondence with public and enhance their execution (Philip Kotler & Lee, 2007). With the movement of the public sector to a greater extent an administrative, professional loom, the appropriation of marketing activities can provide as an important part in reinforcing responsibility and changing government business into manageable operation(Church, n.d.). This line of attack has essential for public sector directors to learn and rehearse a scope of new marketing aptitudes (Sargeant, 1999)
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