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| Author: | Hart, H. W. C. van der |
| Title: | Government organisations and their customers in the Netherlands : strategy, tactics and operations. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:7, p. 31-42 |
| Index terms: | CUSTOMERS GOVERNMENT DEPARTMENTS NETHERLANDS MARKETING STRATEGY |
| Language: | eng |
| Abstract: | Customer orientation can yield an interesting competitive advantage. In the Netherlands we see an increase in the degree of competition between educational institutions. Characteristics of government organizations that make the concept of customer orientation less simple, are offered, meaning of customer and customer orientation is defined, importance of measuring effectiveness is discussed. A detailed example of effectiveness measurement in the government sphere is presented. Customer orientation in government organizations emerges as useful and necessary, but the typical nature of these organizations is to be taken into consideration. Customer orientation plays a role not only on the tactical level, but affects strategy. |
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