Marketing of Public Services: The Impact of Service Quality, Reputation and Consumer Engagement on Customer Perceived Value, Satisfaction and Loyalty
Marketing of Public Services: The Impact of Service Quality, Reputation and Consumer Engagement on Customer Perceived Value, Satisfaction and Loyalty

Summary/Abstract: Public services are provided by government and have been traditionally supply-oriented. Changing citizen expectations put pressure on government agencies and public sector organizations to be accountable for efficiency and effectiveness. Further, the quest to enhance international competitiveness by ranking high in the echelons of world’s best governments, led to the adoption of proven marketing philosophy and methodologies in the domain of public service as well. The present study aims at examining the impact of Service quality, Reputation and Consumer Engagement on Customer Perceived Value, Satisfaction and Loyalty for an important public service viz., Dubai Metro which operated in an intensely competitive market. The study developed and empirically tested a structural model of travel behavior which hypothesized that reputation, quality and customer engagement are major drivers of value and value in turn leads to satisfaction and loyalty. The findings supported the model with reputation having a stronger impact than quality. A positive association was found between value, satisfaction and loyalty. However, consumer engagement was not found to have a significant influence on customer perceived value.

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