Marketing de relacionamento no setor público: um modelo de gestão da relação entre os cidadãos e a administração pública

Abstract

The evolution of the movement known as New Public Management has increased pressure on state bureaucracies to analyze the citizens as customers. In recent years, the measures implemented by governments to make the administration more focused on the citizens contemplated specific and non-integrated actions to improve quality, efficiency and accessibility of the services offered. In this context, the research aims to propose a model for the management of the relationship between citizens and government in the process of providing public services, based on factors of the Relationship Marketing, that are considered essential by the public officials and by the general public. The method used consisted of an exploratory-descriptive research with a mixed approach. First, a qualitative phase was consisted of interviews with 11 managers of public service responsible for the different channels of providing services to the citizens of the State of Minas Gerais, with the objective of identifying key factors in their perception. Based on the methodology of Grounded Theory and on content analysis supported by Atlas TI software, the following key factors were identified as the ones to be included in the model: Individualized service; Basis of personal information of citizens; Identification of the needs of citizens; Standardization; and Strategy for offering service to citizens. Later, during the quantitative phase, 354 citizens who used a service unit of the government completed a questionnaire survey. In the citizens view, from an Exploratory Factor Analysis, the following important dimensions to enhance their relationship with the government were identified: Monitoring of service; Consolidation of service channels; Employees; Way of attendance; Rewards; and Diversification of the service channels. Based on the Structural Equation Modeling supported by SmartPLS software, it was identified that the dimensions "Rewards" and "Staff service" showed statistically significant relationship with the formative construct "Ombudsman". Finally, the model of citizen relationship management generated groups the factors identified in seven broad areas that are interrelated: "Strategy", "Information Management", "Multichannel Integration", "Relationship Programs", "Structure", "Information Technology" and "Performance Evaluation".