A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATION
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Data de Publicação: | 2016 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REAd (Porto Alegre. Online) |
Texto Completo: | https://seer.ufrgs.br/index.php/read/article/view/59196 |
Resumo: | 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 article aims to propose a management model of the relationship between citizens and the public administration in the public service based on factors of Relationship Marketing process that, in the perception of public officials and the general public, are considered essential. 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 the following key factors were identified as the ones to be included in the model: strategy; information management; multichannel integration; relationship programs; structure; information technology and performance evaluation. 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. |
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A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATIONUN MODELO DE GESTIÓN DE LA RELACIÓN ENTRE LOS CIUDADANOS Y LA ADMINISTRAÇÃO PÚBLICAUM MODELO DE GESTÃO DO RELACIONAMENTO ENTRE OS CIDADÃOS E A ADMINISTRAÇÃO PÚBLICAMarketing RelationshipCitizen-clientCitizens Relationship ManagementCzRM.Marketing RelacionalCiudadano-clienteGestión de Relaciones con los CiudadanosCzRMmarketing de relacionamentocidadão-clientegestão de relacionamento com os cidadãosCzRM.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 article aims to propose a management model of the relationship between citizens and the public administration in the public service based on factors of Relationship Marketing process that, in the perception of public officials and the general public, are considered essential. 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 the following key factors were identified as the ones to be included in the model: strategy; information management; multichannel integration; relationship programs; structure; information technology and performance evaluation. 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.La evolución del movimiento de la Nueva Gestión Pública aumentó la presión sobre las burocracias estatales con el fin de analizar los ciudadanos como clientes. En los últimos años, las medidas puestas en marcha por los gobiernos para hacer la administración más centrado en el ciudadano acciones contempladas específica y no una parte de la mejora de la calidad, eficiencia y accesibilidad de los servicios a los ciudadanos y la prestación de servicios públicos. En este contexto, el objetivo del artículo es proponer un modelo de gestión de las relaciones entre los ciudadanos y el gobierno en la prestación de los servicios públicos basados en factores de marketing relacional, que, en la percepción de los funcionarios públicos y el público en general, se consideran esenciales. El método utilizado consistió en un estudio exploratorio-descriptivo con un enfoque mixto. En primer lugar, una fase cualitativa llevó a cabo entrevistas con 11 directores responsables de los canales de servicio público a los ciudadanos del Estado de Minas Gerais para identificar los factores clave en la percepción de ese público. Con base en la metodología de la teoría fundamentada y análisis de contenido apoyado por el software de TI Atlas identificó aa la percepción de los directivos responsables de los canales de atención del gobierno estatal los siguientes factores de modelo: estrategia; gestión de la información; integración multicanal; programas de relación; estructura; tecnología de la información y la evaluación del desempeño. Más tarde, durante la fase cuantitativa, 354 ciudadanos que utilizan una unidad de cuidados gobierno minero llenaron un cuestionario. En opinión de los ciudadanos, a partir de un análisis factorial exploratorio, se identificaron los siguientes: seguimiento de la prestación de servicios; consolidación de los canales de servicio; forma de servicio; recompensas y diversificación de los canales de servicio.A evolução do movimento da Nova Gestão Pública aumentou a pressão sobre as burocracias estatais no sentido de analisar os cidadãos como clientes. Nos últimos anos, as medidas implementadas pelos governos para tornar a administração mais focada no cidadão contemplaram ações pontuais e não integradas de melhoria na qualidade, na eficiência e na acessibilidade do atendimento aos cidadãos e na prestação dos serviços públicos. Nesse contexto, o objetivo do artigo é propor um modelo de gestão do relacionamento entre os cidadãos e a administração pública no processo de prestação de serviços públicos baseado em fatores do Marketing de Relacionamento, que, na percepção dos gestores públicos e dos próprios cidadãos, são considerados essenciais. O método adotado consistiu em uma pesquisa exploratório-descritiva, com uma abordagem mista. Primeiramente, uma fase qualitativa conduziu entrevistas com 11 gestores públicos responsáveis pelos canais de atendimento ao cidadão do Governo do Estado de Minas Gerais para identificar os fatores essenciais na percepção desse público. Com base na metodologia de Grounded Theory e na análise de conteúdo suportado pelo software Atlas TI identificou-se a percepção dos gestores responsáveis pelos canais de atendimento do governo mineiro os seguintes fatores do modelo: estratégia; gestão da informação; integração multicanal; programas de relacionamento; estrutura; tecnologia da informação e avaliação de desempenho. Posteriormente, durante a fase quantitativa, 354 cidadãos que utilizaram uma unidade de atendimento do governo mineiro preencheram um questionário da pesquisa. Na visão dos cidadãos, a partir de uma Análise Fatorial Exploratória, identificamos os seguintes: acompanhamento da prestação de serviço; consolidação dos canais de atendimento; forma de atendimento; recompensas e diversificação dos canais de atendimento.Universidade Federal do Rio Grande do Sul2016-08-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado pelos paresartigoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/59196Electronic Review of Administration; Vol. 22 No. 2 (2016): EDIÇÃO 84 - MAIO/AGO 2016; 333-362Revista Electrónica de Administración; Vol. 22 Núm. 2 (2016): EDIÇÃO 84 - MAIO/AGO 2016; 333-362Revista Eletrônica de Administração; v. 22 n. 2 (2016): EDIÇÃO 84 - MAIO/AGO 2016; 333-3621413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/59196/38554Lara, Rodrigo DinizGosling, Marlusa de Sevilhainfo:eu-repo/semantics/openAccess2016-11-07T12:36:34Zoai:seer.ufrgs.br:article/59196Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2016-11-07T12:36:34REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATION UN MODELO DE GESTIÓN DE LA RELACIÓN ENTRE LOS CIUDADANOS Y LA ADMINISTRAÇÃO PÚBLICA UM MODELO DE GESTÃO DO RELACIONAMENTO ENTRE OS CIDADÃOS E A ADMINISTRAÇÃO PÚBLICA |
title |
A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATION |
spellingShingle |
A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATION Lara, Rodrigo Diniz Marketing Relationship Citizen-client Citizens Relationship Management CzRM. Marketing Relacional Ciudadano-cliente Gestión de Relaciones con los Ciudadanos CzRM marketing de relacionamento cidadão-cliente gestão de relacionamento com os cidadãos CzRM. |
title_short |
A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATION |
title_full |
A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATION |
title_fullStr |
A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATION |
title_full_unstemmed |
A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATION |
title_sort |
A MANAGEMENT MODEL OF THE RELATIONSHIP BETWEEN CITIZENS AND PUBLIC ADMINISTRATION |
author |
Lara, Rodrigo Diniz |
author_facet |
Lara, Rodrigo Diniz Gosling, Marlusa de Sevilha |
author_role |
author |
author2 |
Gosling, Marlusa de Sevilha |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Lara, Rodrigo Diniz Gosling, Marlusa de Sevilha |
dc.subject.por.fl_str_mv |
Marketing Relationship Citizen-client Citizens Relationship Management CzRM. Marketing Relacional Ciudadano-cliente Gestión de Relaciones con los Ciudadanos CzRM marketing de relacionamento cidadão-cliente gestão de relacionamento com os cidadãos CzRM. |
topic |
Marketing Relationship Citizen-client Citizens Relationship Management CzRM. Marketing Relacional Ciudadano-cliente Gestión de Relaciones con los Ciudadanos CzRM marketing de relacionamento cidadão-cliente gestão de relacionamento com os cidadãos CzRM. |
description |
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 article aims to propose a management model of the relationship between citizens and the public administration in the public service based on factors of Relationship Marketing process that, in the perception of public officials and the general public, are considered essential. 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 the following key factors were identified as the ones to be included in the model: strategy; information management; multichannel integration; relationship programs; structure; information technology and performance evaluation. 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. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-08-31 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado pelos pares artigo |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/59196 |
url |
https://seer.ufrgs.br/index.php/read/article/view/59196 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/59196/38554 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Electronic Review of Administration; Vol. 22 No. 2 (2016): EDIÇÃO 84 - MAIO/AGO 2016; 333-362 Revista Electrónica de Administración; Vol. 22 Núm. 2 (2016): EDIÇÃO 84 - MAIO/AGO 2016; 333-362 Revista Eletrônica de Administração; v. 22 n. 2 (2016): EDIÇÃO 84 - MAIO/AGO 2016; 333-362 1413-2311 1980-4164 reponame:REAd (Porto Alegre. Online) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
REAd (Porto Alegre. Online) |
collection |
REAd (Porto Alegre. Online) |
repository.name.fl_str_mv |
REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
ea_read@ufrgs.br |
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1799766204909355008 |