Research on the Collaborative Mechanism of Public Administration and Marketing under the Government Purchase of Services Model

Government purchase services (GPS) model is a significant change in government governance, and the state shifts its role of service "provider" to "purchaser" and "regulator". In the past, this transition was usually examined through the perspective of public administration (PA), which focuses on procurement, contract management, and efficiency and accountability. But this is often missing the fact that marketing is very important. This paper contends that the efficacy and public value of GPS hinges much on an intricate, although presently undeveloped, collaboration between public administration and marketing. We believe that PA and marketing are not separate processes, but rather should become an integral part throughout the entire life span of GPS. In this research, a theoretical model of synergy is conceptualized based on 4 nodes of collaboration identified. These include: (1) Incorporating market research in policies and services; (2) Aligning PA’s performance metrics with marketing’s focus on service quality and citizen satisfaction; (3) Governing public value co-creation via integrated brand management; and (4) Shifting stakeholder management into a comprehensive relationship marketing strategy. The points of collaboration looked at in this paper indicate that a model is possible wherein the focus on control and accountability of PA is enhanced by the focus on the responsiveness and relationships of marketing. This type of mechanism is being made important for making services work better, earning people’s trust, and doing real good for the public as the world of running things gets more complicated.