Citizens as customers: the role of communication in increasing their satisfaction in public services
ENThe article “Citizens as customers: the role of communication in increasing their satisfaction in public services” analyses the change of relations among participants in the public sector. The debate about the public sector’s problems increasingly emphasises the need to understand citizens, to be able to meet their expectations and to manage them, and on the basis of effective communication, to develop cooperation with the citizens. This chapter aims to look at the productivity problems of the public sector from the viewpoint of citizens as customers, and to analyse the role of communication, in order to increase the satisfaction of the consumers of public services. The new situation of the public sphere requires new methods and new patterns of interaction and communication among the participators. Emerging debates among the scholars, politics and members of society show how many questions should be answered. The debate about the quality of public services involves a number of interest groups, because this area is closely linked to developments in all areas of human activities, and the quality of life of all citizens of the state in general. The question is how to provide value and satisfaction with the services received by citizens as consumers. A variety of consumer satisfaction measurement methodologies are being developed and improved. However, satisfaction with these processes is apparent as a result if the services meet the needs of citizens, are in line with their expectations, and are provided in a qualified and timely manner.The approach to the citizen as a consumer encourages the application of marketing tools and techniques in the field of public administration. The author considers aspects of communication development, which would tackle the contemporary problems of the public sector and reduce the dissatisfaction of the service consumers in the sector concerning the current situation. Under the conditions of participatory democracy, communication among the government and public administration institutions is an essential part of every activity in this sphere. [From the publication p. 12]
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