Model of Public Sector Marketing and Public Service Management Development of Local Administrative Organizations in Phetchaburi

Abstract

This research aims to 1) study the level of conceptual factors of public sector marketing and public service management development,
2) study the relationship between conceptual factors of public sector
marketing and public service management development, and 3) propose a public sector marketing model suitable for the development of public
service management of local administrative organizations (LAOs, hereafter) in Phetchaburi Province by using a mixed methods research for quantitative study, the sample group consisted of 400 people living in the area of LAOs in Phetchaburi Province. The data were analyzed by using mean, standard deviation, Pearson's correlation coefficient, and qualitative study. The data were collected from 8 executives of LAOs in Phetchaburi province, selected by using the purposive sampling method, and then the obtained information was presented in descriptive form.
The research results were as follows: 1) the conceptual factors in public sector marketing and public service management development were overall practiced at a high level (x=3.46, S.D.=0.58) 2) there was a positive relationship at a high level (r = 0. 725) with statistical significance at the 0.01 level between the conceptual factors of public sector marketing and the public service management development, and 3) the public sector
marketing model and the public service management development of LAOs, were as the public marketing model was SARRAEP Model, consisting of S: Strategic Approach, A: Authorization for Privately Sector, R: Reducing Monopoly Management, R: Response to Needs: A: Achievement Orientation and Achievement Evaluation, E: Efficient Use of Resources, and P: Private Management Model. The results revealed that the public sector market
factors are models for developing appropriate public service arrangements, emphasizing the participation of all sectors, presenting a problem, analyzing the problem, and finding straightforward solutions to corporate problems.