Examining the Role of Relationship Marketing in Public Service Organi-zations: A Study Within Kuwaiti Healthcare Public Sector

Abstract

Public services have a significant impact on the competitiveness of economies, that’s why public agencies are developing new ways of delivering public services within a multi-channel logic. This study examines the ap-plication of relationship marketing in the public healthcare sector in Kuwait as public services organizations. It examines customer satisfaction and trust as indicators of the applications of Relationship marketing within these organizations. A survey was conducted, collecting data through a questionnaire containing 34 items that was completed by 887 randomly selected public hospital patients and multiple regression analysis was used for data analysis. The results revealed that relationship marketing is applied to some extent within these organiza-tions. The study also included a road map for improving marketing performance in these organizations and the similar public sector ones.