Marketing research in the context of trust in the public sector: A case of the digital environment

Abstract

Trust in public services is a driving force of socio-economic development. It ensures effective dialogue between citizens and government and becomes especially relevant in the digitalization. The lack of trust in the public sector can make reforms ineffective and the achievement of the goals of the Ministry of Digital Transformation within the framework of the State Strategy for Regional Development of Ukraine until 2027 in question. For this reason, marketing tools in public services should be directed toward achieving greater trust in those services and the government. This paper analyzes the current research on public sector marketing and its role in building trust as a foundation for the country’s digital development. Implementing multi-level bibliometric (Scopus tools), network (VOSviewer), and comparative (Google Trends) analysis, this study traces the development of marketing research on the process of public services delivery transformation from traditional to digital. 922 studies published between 1968 and 2022 were analyzed. The results show that public sector marketing is a multidisciplinary field of scientific research that is actively developing. Cluster analysis demonstrated that its modernization and the relationship between marketing in services and consumer behavior are the smallest and newest spheres of research. Researchers consider relationship marketing the principal mechanism for building trust in the public sector. This study found little research on the impact of marketing tools on consumers’ trust in public services. The comparative analysis confirmed the hypothesis of the need to change marketing tools due to the massive shift from offline to online services. AcknowledgmentThe authors acknowledge the funding in terms of the projects “Simulation modeling of the trajectory of the impact of behavioral attractors on macroeconomic stability: the role of transparency and public trust (0121U100469)” and “Modeling mechanisms for de-shadowing and de-corrupting the economy to ensure national security: the impact of the financial behavioral patterns transformation (№ 0122U000783)”.

Marketing applications in the public sector. A systematic review

“…On the other hand, Litovtseva et al (2022) state that their findings underscore the importance of employing marketing tools to cultivate trust in public services and government entities in the digital environment. The exploration accentuates the call for modernization and the formulation of marketing strategies that focus on the correlation between service marketing and consumer behavior.…”

“…Ultimately, it is concluded that print marketing is indeed a powerful tool for aligning the electorate with the emotional rhythm of information perception. Litovtseva et al (2022) state that the paper presents concepts and suggestions for public sector entities to increase trust through effective digital marketing approaches. The results indicate that public sector marketing is a multidisciplinary field of scientific research that is actively progressing.…”

“…Marketing in the public sector plays a key role in building trust, facilitating effective dialogue between citizens and government, and driving socioeconomic development (Litovtseva et al, 2022).. The adoption of marketing 4.0 models in the public sector can modernize public administration and effectively address obstacles such as politicization, fragmentation and lack of transparency in public systems (Fernández-Villacañas Marín, 2021)..…”

A Comparative Study On Online Marketing Strategies With Reference To Amazon And Flipkart In Twin Cities Of Telangana

“…The research design thus combined numerical data to quantify the effects of marketing strategies with descriptive data to capture detailed perceptions and experiences of consumers (Haryadi et al, 2022). The subsequent phase of the research focused on identifying the target population for the survey (Litovtseva et al, 2022). This involved selecting a diverse group of respondents that accurately represented different consumer categories, ensuring a broad range of insights into the impact of online marketing strategies (Prasetyo et al, 2022).…”

E-Governance in Smart Cities: Global Trends and Key Enablers

“…The issue of digitalization in general, the formation of a digital society and the impact of digital technologies on the transformation of approaches to management at various levels are considered by scientists in works [35][36][37][38][39][40][41][42][43][44][45][46][47][48]. Among these studies, it is necessary to single out publications devoted to the problems of security, privacy, data protection and cyber security in smart cities [49][50][51][52][53][54][55][56][57]. These problematic areas are most often used as an argument against the uncontrolled expansion of digital technologies.…”