CUSTOMER-ORIENTED APPROACH TO MUNICIPAL SERVICES

Abstract

In the Russian Federation, the relevance of client orientation for public structures is recognized at a high level. Implementation of client-oriented model into public service provision is considered as expedient, since population involvement into evaluation of the quality of municipal services, consideration of their interests and expectations will enhance the level of satisfaction and public credibility. It was revealed that the quality of the services and client orientation of local governments virtually have not been researched: criteria and ways of assessing client orientation in the public administration aren't developed, and indicators of customer orientation are included in the list of indicators of assessment of service quality. In addition, currently the task to increase customer orientation level when providing services isn't set for local governments. In this regard, the aim of the research is to develop recommendations for enhancing the level of client orientation in providing of municipal services. Municipal services were chosen as an object of the research. Subject of the research is client orientation of local governments. The research is based on the analysis of regulations and carrying out analogy between customer orientation research methods in management and in the public administration, as well as adaptation of these methods to the public administration. The concept of marketing of relationship, the concept of the perceived value, models of assessment of service quality and customer orientation of personnel have formed a theoretical basis of the research. As a result of conducted research, basic conditions, necessary for client orientation in providing of municipal services, were defined. Furthermore, it was drawn up the list of criteria and appropriate indicators which can be used for developing methodology of client orientation evaluation in municipalities in further studies. The service problems were identified. In the final part of the research possible solutions of identified problems are offered which may enhance the satisfaction by municipal services and the level of client orientation in local governments.