Perception of academicians towards quality of public service marketing in Pokhara

Abstract

The main purpose of the study is to assess “Perception of Academicians towards Quality of Public Service Marketing in Pokhara”. The main concern is to assess the quality of public service delivery by reducing the public expenses and cost of service delivery.This study mainly focuses on understanding user experiences with public services. The research was done to measure the quality of public service delivery dimension to impact of perception of quality service and satisfaction by using the five service delivery dimensions: accessibility, cost,time, barrier and behavior. The research methodology comprises descriptive research design followed by stratified and simple random sampling.There for e 115 permanent academic faculty members were taken under multi stage sampling. In addition, 15 samples were taken among campus chief and assistant campus chief from one constitute and four affiliated college as a purposive sampling. The primary sources of data were collected through questionnaire and semi-structured interview. Reliability and validity were tested. Primarily mean and median were used to measure the quality of public service delivery. The study reveals that overall qualities of public service delivery dimension are moderate. The academicians were satisfied with the quality of public service delivery in Pokhara but perception was not as expected. However, the qualitative result depicted that there were major challenges in service delivery such as problem from staff, risk after payment of fees and extra efforts for completing lengthy service. In addition, environmental situation, employees’ attitude, intermediaries, and Afno Manche, salary level and political interventions cause changes in behavior in during public service delivery. So,public service institutions should give due attention to such issues to improve quality of service delivery in Pokhara. Even though there is no specific model to measure the quality of public service delivery in Nepalese context therefore, a CAT- Behavior model is recommended for measuring the quality of public service delivery in context of Pokhara as well as in Nepal.