Currently, Vietnamese government attaches great importance to public administrative services quality improvement. The main question for public services organization are: to what extent public administration services meet the needs of citizens and what it takes to improve the quality of public administrative services? Employing the marketing mix model, this study was conducted in Ninh Binh province to assess the quality of public administration services and explore the factors that affect the level of satisfaction for different marketing mix components in public service sector. Through the data collected in 2013 and 2018, the study provides an overview of public administrative service quality in Ninh Binh Province and identifies its improvement over the period of 5 years. The results of the linear regression analysis (based on data collected in 2018) show the effect of items on the satisfaction of citizens for each marketing-mix factor. Based on the results of the study, the authors suggest several solutions to improve the quality of public administrative services of Ninh Binh province.
EVALUATING THE QUANLITY IMPROVEMENT OF PUBLIC ADMINISTRATION SERVICE OF NINH BINH PROVINCE, VIETNAM PhD Nguyen Hoai Long* Email: longnguyenhoai@gmail.com PhD Pham Hong Hoa* Email: phamhonghoa.mkt@gmail.com Pro.PhD Tran Minh Dao* Email: tranminhdaoktqd@gmail.com MBA Tran Quang Thanh** Email: tranthanhcdynb@gmail.com * Faculty of Marketing, National Economics University, Hanoi, Vietnam ** Ninh Binh Health and Medical College, Ninh Binh, Vietnam Abstract Currently, Vietnamese government attaches great importance to public administrative services quality improvement The main question for public services organization are: to what extent public administration services meet the needs of citizens and what it takes to improve the quality of public administrative services? Employing the marketing mix model, this study was conducted in Ninh Binh province to assess the quality of public administration services and explore the factors that affect the level of satisfaction for different marketing mix components in public service sector Through the data collected in 2013 and 2018, the study provides an overview of public administrative service quality in Ninh Binh Province and identifies its improvement over the period of years The results of the linear regression analysis (based on data collected in 2018) show the effect of items on the satisfaction of citizens for each marketing-mix factor Based on the results of the study, the authors suggest several solutions to improve the quality of public administrative services of Ninh Binh province Keywords: public administration service, quality of public administration service, public service marketing, one-stop-shop (OSS), Ninh Binh, Vietnam Introduction Within the framework of the research project "Marketing solutions to improve public administrative services quality in Ninh Binh Province" funded by Ninh Binh Province People's Committee, public administration services quality evaluation was carried out in 2013-2014 period This research result had been published on Journal of Mekong Societies in 2016 In recent years, Ninh Binh has always been promoting and applying various measures to improve the quality of public administration services such as 151 improving and simplifying administrative procedures; improving the operation of one-stop services (OSS); intensifying training, inspection, supervision and support the contingent of public servants; strengthening the coordination between administrative agencies in order to reduce wasted time; strictly control and abandon the unofficial costs; enhancing waiting room and lounge at service agencies; strengthening the consult and support quality for citizens as well as promoting the technology application in public service agencies The question is whether these efforts could improve citizens' satisfaction on public administrative services and to further improve the quality of public administrative services, which factors should the marketing activities focus on? To answer these questions, this study was conducted to: (1) Assess the improvement of public administrative service quality in Ninh Binh; (2) Indicate the factors affecting public administrative services quality in order to appropriately design the marketing activities orientation Based on the marketing mix model (Kotler & Keller, 2014) and public service marketing theories (Lee and Phillip, 2007, Proter, 2007, Vu Tri Dung, 2014), the authors had developed and atapted the model of public service quality assessment as follows: Source: Nguyen Hoai Long & Pham Hong Hoa, 2016 The factor "Product - The satifaction level of the product of public administration service" contains items, namely Trust; Trust and accuracy; Complying with regulations and commitments; Assuring of service; The operational of OSS; Transaction time; Accepting the recommendations and suggestions from customer; Receiving and processing of citizens‘ comments The factor "Price - The satifaction level of price of public administration service" includes items, namely Publicity and transparency concerning costs; Reasonable transaction fees; Convenience of payment; No incurred costs; Time to get results The factor "Place - The satifaction level of accessing public administration service" includes items, namely Convenient and accessible location of the agency providing administration services; Regular working time; Ability to access and exchange information through the hotline; Ability to exchange information via email, internet; Ability to access information of procedure via internet; Ability to access form and 152 document on the internet; Possibility to apply online and get the result; Ability to apply record and receive the result via post The factor "Promotion/communication - The satifaction level of communication activity" includes items, namely Diverse and convenient communication methods; Well – informed Citizens with process, procedure and record; Properly and warmly received comments; Well – processed and responded complaints The factor "People - The satifaction level of public servants" includes items, namely Public servants with clear badges and name plates; Public servants have good professional qualifications; Public servants are friendly helpful; Public servants comply with work schedule; Public servants implement the procedures flexibly; Public servants enthusiastically guide and advise citizens; Public servants create the trust The factor "Process - The satifaction level of procedure process" includes items, namely Record and procedures requested are reasonable; Form are designed scientifically; Transaction procedures are simple; Transaction sequence is conducted reasonably; Guidance for unsatisfactory record is well stated; Clear appointment for results; Simple procedures The factor "Physical evidence - The satifaction level of Physical evidence" includes items, namely Convenient parking; Proper waiting lounge; Clear guidance diagram; Good support equipment (sanitary facilities, water, fan ); Clear information desk; Qualified computer system and other supporting devices This research model has been employed in both the studies in 2013 and 2018 Research methodology In 2013, we had conducted a qualitative study in order to develop elements and design the questionnaire Details about this study has been presented in the Journal of Mekong societies, Vol 12, No1 This quantitative studies has been caried out in 2013 and 2018 The research sample includes 700 citizens awaiting transactions in the agencies providing public administration services In both research, data was collected from 700 respondents The valid response of the study 2013 was 631 after the removal of nonresponse rate while it was 656 responses for the study 2018 The collected data is entered and processed by SPSS version 22 The mean of each items is calculated to analysis the current situation of public administration services Bootstrap with 95% reliability is run to check whether the results of the sample to infer the overall or not The analysis of Covariance matrix and Correlation coefficient between items belonging to each factor of public administration services, with calculation of Cronbach alpha coefficient is used to evaluate the correlation among items and eliminate the non correlated items After eliminating the non - correlated items, the regression analysis is used to investigate the impact level of items to the factor that it belongs to (7Ps) 153 Major findings 3.1 Product factor Level of satisfaction with the product of public administration service Items No Trust Trust and accuracy Complying with regulations and commitments Assuring of service The operational of OSS Transaction times Accepting the recommendations and suggestions from customer Receipt ans processing of proposals and reflection 2013 3.78 3.8 3.84 3.84 4.16 3.45 Mean 2018 % change 3.65 -3.55% 3.68 -3.18% 3.71 -3.32% 3.66 -4.57% 3.90 -6.22% 3.48 0.91% 3.75 3.89 3.83% 3.78 3.51 -7.24% Source: Data processing result of authors, 2018 In 2018, citizen‘s satisfaction of over factors of the public services was lower than that of 2013 Despite a marginal decline, it still indicates that the authorities‘ efforts have not met with people's desire for service quality Two factors are considered as improvement including "Transaction time" and " Scheme for recommendations and suggestions from the citizens" They, however, are not significant change Regression analysis of the factors affecting to the satisfaction with the product of public administration services All the items have correlation with the product of public administration services The items not consistent with the overall regression model: (1) C2.1 - Trust; (2) C2.2 - Trust and accuracy; (3) C2.7 – Scheme of recommendations and suggestions Regression models: The satisfaction level of product factor of public administration services = 0.132 + 0.206*C2.3 + 0.323*C2.4 + 0.133*C2.5 + 0.116*C2.6 + 0.271*C2.8 (C2.3 - Complying with regulations and commitments; C2.4 - Assuring of service; C2.5 - The operation of OSS; C2.6 - Transaction time; C2.8 – Scheme for recommendations and suggestions) Conclusion and recommendation The level of satisfaction of citizens with the public service delivery has not been improved, and many factors have been assessed to be in a downward trend compared to 2013 This requires authorities to make effort in meeting the needs of citizens on public service products and focusing on service efficiency improvement In order to improve the satisfaction of citizens on the element of public services, attention should be paid to the following factors: Assuring of service; Receiving and processing of citizens‘ comments; Compiling with regulations and commitments 154 3.2 Price factor Level of satisfaction with the price of public administration service Items No Publicity and transparency concerning costs Reasonable transaction fees Full charge receipts Convenience payment No cost incurred Time spent to get result 2013 3.94 3.97 4.07 4.04 3.84 3.86 Mean 2018 % change 4.00 1.52% 3.92 -1.15% 4.07 -0.05% 3.97 -1.75% 3.89 1.42% 3.69 -4.37% Source: Data processing result of authors, 2018 The results of the study in 2018 show that citizens' satisfaction with items belonging to the public element of public service has not improved compared to 2013 Only 2/8 items are considered to be improved but the level of change is not significant Regression analysis of the factors affecting to the satisfaction with the price of public administration services All the items have correlation with the product of public administration services All the items consistent with the overall regression model Regression models: The satisfaction level of price factor of public administration services = -0.169 + 0.079*C5.1 + 0.309*C5.2 + 0.103*C5.3 + 0.43*C5.4 + 0.056*C5.5 + 0,073*C5.6 ( C5.1- Publicity and transparency concerning costs; C5.2 - Reasonable transaction fees; C5.3 - Full charge receipts; C5.4 - Convenience payment; C5.5 - No cost incurred; C5.6 - Time spent to get result) Conclusion and recommendation The level of satisfaction of citizens on the price of public administrative services has not improved compared to that of 2013 This requires the authorities to pay special attention to solutions for the individual cost including both finance (official and unofficial), time and energy To enhance citizen satisfaction on the price of public services, special attention should be paid to both convenience of payment and the reasonable transaction fees; 3.3 Place factor Level of satisfaction with accessing public administration service Items No 2013 The location of agency of providing administration services is convenient and easy to find Working time by regulation Ability to access and exchange information through the hotline Ability to exchange information via email, internet Ability to access information of procedure via internet Ability to access form and document on the internet Possibility to apply online and get the result Ability to apply record and receive the result via post Mean 2018 % change 4.14 4.04 -2.48% 3.87 4.01 3.68% 3.42 3.75 9.74% 3.12 3.24 3.29 2.91 2.47 3.48 4.02 4.03 3.58 3.66 11.65% 24.08% 22.38% 22.95% 48.34% Source: Data processing result of authors, 2018 155 By 2018, the level of satisfaction on the accessibility of the administration service has significantly improved compared to 2013 Except for the minor change in two items: ―convenient and accessible location of agency providing administration services" and "regular working time", all of the remaining items have significantly improved compared to 2013 Administrative efforts in facilitating citizens' access to public administrative services are very effective Regression analysis of the factors affecting to the satisfaction with accessing the public administration services The item "Ability to access information of procedure via internet" have no correlation with the accessing the public administration services Items "Convenient and accessible location of agency providing public services", "Ability to exchange information via email, internet", "Ability to access form and document on the internet" not consistent with the overall regression model Regression models: The satisfaction level of place factor of public administration services = -0.63 +0.3*C4.2 + 0.308*C4.3 + 0.205*C4.7 + 0.214*C4.8 (C4.2 - Regular working time; C4.3 - Ability to access and exchange information through the hotline; C4.7 - Possibility to apply online and get the result; C4.8 - Ability to apply record and receive the result via post) Conclusion and recommendation Overall, the level of satisfaction on accessing public administration service has been greatly improved The two items "Convenient and accessible location of agency providing administration services" "regular working time" need more improvement in the future To enhance to satisfaction on accessing administration service, more attention should be paid to Regular working time; Ability to access and exchange information through the hotline; Possibility to apply online and get the result; Ability to apply record and receive the result via post 3.4 Promotion factor Level of satisfaction with Communication of public administration service No Items Communication methods are Diverse and convenient Citizens are provided information about process, procedure and record Comments are accepted respectfully Complaints are settled simply and reasonably 2013 3.29 Mean 2018 % change 3.54 7.71% 3.73 3.67 -1.53% 3.44 3.45 3.50 3.52 1.74% 2.07% Source: Data processing result of authors, 2018 In 2018, only item "Diverse and convenient communication methods" shows a slight improvement while the other three remain stable It reflects the weak and ineffective efforts in improving the communication activities in providing public services 156 Regression analysis of the factors affecting to the satisfaction with promotion of public administration services All the items have correlation with the promotion of public administration services All the items consistent with the overall regression model Regression models: The satisfaction level with promotion of public administration services = 0.137 + 0.1*C8.1 + 0.414*C8.2 + 0.27*C8.3 + 0.191*C8.4 (C8.1 - Communication methods are Diverse and convenient; C8.2 - Citizens are provided information about process, procedure and record; C8.3 - Comments are accepted respectfully; C8.4 - Complaints are settled simply and reasonably) Conclusion and recommendation Overall, the level of satisfaction on the communication of public administration service has not improved It, therefore, requires a greater investment in communication activities for the public services To improve the satisfaction on public administration service, some factors should be taken into account, including Well - informed citizens Proper scheme for suggestion and recommendation 3.5 Public servant factor Level of satisfaction with public servant of public administration service Items No Public servants with clear badges and name plates Public servants have good professional qualifications Public servants are friendly helpful Public servants comply with work schedule Public servants implement the procedures flexibly Public servants enthusiastically guide and advise citizens Public servants create the trust 2013 3.23 3.24 3.13 3.14 2.97 Mean 2018 % change 4.06 25.76% 3.72 14.69% 3.70 18.33% 3.86 22.84% 3.65 23.04% 3.08 3.66 18.72% 3.15 3.67 16.60% Source: Data processing result of authors, 2018 All items of Public servant show a significant changes compared to 2013 It implies the efforts in improving the public servants in Ninh Binh province have made great impacts Regression analysis of the factors affecting to the satisfaction with public servant of public administration services All the items have correlation with public servant of public administration services Items "Public servants with clear badges and name plates", "Public servants are friendly helpful", "Public servants comply with work schedule", "Public servants implement the procedures flexibly" not consistent with the overall regression model 157 Regression models: The satisfaction level with public servant of public administration services = 0.409 + 0.203*C6.2 + 0.356*C6.6 + 0.336*C6.7 (C6.2 - Public servants have good professional qualifications; C6.6 - Public servants enthusiastically guide and advise citizens; C6.7 - Public servants create the trust) Conclusion and recommendation Overall, the level of satisfaction on public servant of public administration service has been significantly improved The implication is to maintain the policies and pratices to encourage the public servants, especially the group at the grass - root level To improve the satisfaction on public servant of public administration service, three items should be considered Public servants have good professional qualifications; Public servants enthusiastically guide and advise citizens; Public servants create the trust 3.6 Process factor Level of satisfaction with process and procedures of public administration service Items No Record and procedures requested are reasonable Form are designed scientifically Transaction procedures are simple Transaction sequence is conducted reasonably Guidance activities of completing the unsatisfactory record Clear appointing to get results Simplifying procedures 2013 3.88 3.96 3.84 3.68 Mean 2018 % change 3.84 -1.02% 3.91 -1.31% 3.67 -4.30% 3.64 -1.14% 3.81 3.78 -0.81% 4.05 4.01 3.85 -0.93% -3.70% Source: Data processing result of authors, 2018 The results on process accessment of 2018 are lower than that of 2013 Despite a small discrepancy, it relfects that the process improvement has made no progress and requires more efforts from the authorities in improving the administration procedures Regression analysis of the factors affecting to the satisfaction with process and procedures of public administration services All the items have correlation with the process and procedures of public administration services Items "Record and procedures requested are reasonable" and " Transaction procedures are simple", not consistent with the overall regression model Regression models: The satisfaction level with process and procedures of public administration services = 0.021 + 0.215*C3.2 + 0.333*C3.4 + 0.105*C3.5 + 0.067*C3.6 + 0.256*C3.7 (C3.2 - Form are designed scientifically; C3.4 - Transaction sequence is conducted reasonably; C3.5 - Guidance activities of completing the unsatisfactory record; C3.6 Clear appointing to get results; C3.7 - Simplifying procedures) 158 Conclusion and recommendation Overall, the level of satisfaction with process and procedures of public administration service has no improvement Thus, the authorities should revise and improve the policies and procedures to meet the citizens‘ needs To improve the satisfaction on process and procedures of public administration service, three factors should be considered Form are designed scientifically; Transaction sequence is conducted reasonably; Simplifying procedures 3.7 Physical evidence factor Level of satisfaction with physical evidence of public administration service Items No Convenient parking Place to wait the transaction Clear guidance diagram Good support equipment (sanitary, water, fan ) Clear guidance tables Quality of computer and other supporting devices 2013 4.31 4.1 4.03 3.87 3.96 Mean 2018 % change 3.98 -7.76% 3.99 -2.59% 4.02 -0.29% 3.86 -3.40% 3.99 3.20% 3.75 -5.42% Source: Data processing result of authors, 2018 The items of physical evidence of the public administration service of 2018 has slightly changed compared to 2013 With the exception of the "Clear guidance tables" item that has changed positively, the rest have changed in the negative direction In fact, over the past five years, Ninh Binh province has not paid much attention to infrastructure investment for public administrative service Citizen assessment results also reflect this fact Regression analysis of the factors affecting to the satisfaction with physical evidence of public administration services All the items have correlation with the physical evidence of public administration services Items " Clear guidance diagram" & "Convenient parking" not consistent with the overall regression model Regression models: The satisfaction level with physical evidence of public administration services = 0.174 + 0.273*C7.2 + 0.144*C7.4 + 0.315*C7.5 + 0.219*C7.6 (C7.2 - Place to wait the transaction; C7.4 - Good support equipment (sanitary, water, fan ); C7.5 - Clear guidance tables; C7.6 - Quality of computer and other supporting devices) Conclusion and recommendation In general, the level of satifaction with physical evidence of public administration services has changed slightly but on the downward trend It demonstrates 159 that the physical environment of public administrative services does not meet the increasing demand of citizens Over the period, Ninh Binh did not pay attention to physical evidence, but in the future, the authorities need to invest in the facilities of the public administrative service agency To enhance citizen satisfaction in the physical administration of public administration services, attention should be paid to: Clear information desks; Waiting room and lounge; qualified computer system and other supporting devices Discussion and Conclusion The study used the 7Ps approach to assess the quality of public administrative services in Ninh Binh province In general, the level of satisfaction of Ninh Binh citizens towards these factors of public administration service is considered as acceptable Findings from the 2013 study indicated that three factors were highly evaluated compared to others: price, process and procedure, physical evidence of public administration service while the poor factor was the access to the public administration service (Nguyen Hoai Long & Pham Hong Hoa, 2016) The major findings of the study in 2018 showed that all Ps factors of the public administration service were rated as above average The two factors that significantly improved compared to 2013 are accessing pulic administration service and public servant, whereas other factors showed a slight change either upward or downward From the data collected in 2018, the study also showed the effects on each factor of marketing mix of public administration services in Ninh Binh province through regression analysis From the major findings of the study, the authors also proposed some implications to improve the quality of public administrative services in Ninh Binh province References Nancy R Lee, Philip T Kotler, 2007, Marketing in the Public Sector: A Roadmap for Improved Performance, Pearson Education Nguyen Hoai Long, Pham Hong Hoa, 2016, "Evaluating the Quanlity of Public Administration sevices of Provincial Authorities in Vietnam: Case study of Ninh Binh Province, Journal of Mekong societies, Vol 12, No1 Philip Kotler & Kevin Lane Keller, 2014, Marketing management, Pearson Education Limited Philip Kotler, 2004, Marketing management, Prentice Hall PTR Tony Proctor, 2007, Public Sector Marketing, FT Prentice Hall Vu Tri Dung, 2014, Marketing dịch vụ công (Marketing for the public sector), National Economic University publisher 160 ... analysis of the factors affecting to the satisfaction with the product of public administration services All the items have correlation with the product of public administration services The items... analysis of the factors affecting to the satisfaction with public servant of public administration services All the items have correlation with public servant of public administration services... analysis of the factors affecting to the satisfaction with physical evidence of public administration services All the items have correlation with the physical evidence of public administration services