Abstract

Conjoint analysis on integrity management of public sectors based on buzz marketing

Author(s): Yong Yang

The development of public integrity management has been the focus of government which can defined as marketing organization; the introduction of customer satisfaction is a new issue, the public organization should utilize scientific quantitative method to increase public satisfaction. This article is aiming to apply marketing research method to analyze public satisfaction and suggest the key driving factors for government, the effective ways will be concluded to serve the public better and achieve long term social stability and sustained development. In the article, the new “customer orientation” will be introduced as buzz marketing, which may be core concept of government, through the quantitative marketing research, the practical applications are suggested. This article attempts to construct satisfaction model according to marketing theory and recognized satisfaction model and collect data by questionnaire, through the analysis, the current situation of integrity of public sector is described, according to the theory of buzz marketing, this article will establish index model on public satisfaction, through designing the questionnaire by orthogonal design, the conjoint analysis is executed to the current situation and suggests recommendations.