Marketing in state administration services

Hvizdová Eva
Ph.D. (in economics), MBA Department of Economics, marketing and management, International School of Management ISM Slovakia in Prešov, Prešov, E-mail: hvizdova@ismpo.sk, ORCID ID: https://orcid.org/0000-0002-8726-4388

Hricko Ivan
MVDr., Mgr. MBA (in veterinary medicine) Office of Labour, Social Affairs and Family, Counseling and Training Department, E-mail: ihricko2@gmail.com, ORCID ID:

Cite this article:

Hvizdová E., Hricko I. (2023) Marketing in state administration services. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Marketynh u sferi derzhavnykh posluh; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 5-6 (306-307), pp. 79-90.

Abstract

The government is seen as a public service and thus forms a separate sector. OBJECTIVES: The aim of this paper is to describe marketing in the state administration in Slovakia focused on the area of social services and answer the question whether the citizen is satisfied with the quality of provided social services and what role marketing plays. THEORETICAL BASE: The text is based on works in the field of marketing theory, public administration, social services and current state administration legislation. By summarizing the theoretical foundations of the current state of the issue, we point out that marketing in the area of social services in the state administration is as important and necessary as marketing in traditional areas. METHODS: The following methods were used to achieve this goal: secondary survey, content analysis of documents and primary - quantitative survey in the form of a questionnaire. The survey was carried out among the participants of the Project Support of Individualized Counselling. OUTCOMES: The results of the research show the necessity to use marketing in the area of social services with an emphasis on quality and communication in the complex care of the citizen. SOCIAL WORK IMPLICATIONS: Respondents in the survey ask for more information, more homogeneous groups within the project, at least according to educational background or age groups, in order to work with them better. Counselling services do not replace retraining, but develop other skills related to finding employment in the labour market. It is necessary to improve the communication skills of both social counselling workers and service users themselves.

Keywords

marketing, state service, social work, marketing services, social marketing.

JEL classification: M310, M380; DOI: 10.32680/2409-9260-2023-5-6 -306-307-79-90

UD classification: 339.13

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