Marketing Orientation in Public Institutions in Ghana (A case of Accra Metropolitan Assembly)
Keywords:
Market Orientation, Public Institutions, Accra Metropolitan AssemblyAbstract
The purpose of this study was to empirically investigate the market orientation in public institutions in Ghana with specific emphasis on Accra Metropolitan Assembly. A sample size of one hundred (100) employees of Accra Metropolitan Assembly was selected for the study using the purposive and convenience sampling method. The data obtained were analyzed using Statistical Package for Social Sciences (SPSS 20.0) software. From the study, the researcher found out that, the mean score computed for each of the elements showed that customer orientation received the lower of 2.8 on a five point scale. This shows the level of weakness in the assembly towards customers. Corporate social responsibility recorded the highest of 3.09 which is probably due to the fact that as public institution, it has sought the welfare of the people. But even that the figure is still not strong. In general, market orientation recorded a mean of 2.99 which is not strong. The results therefore suggest that market orientation practice by AMA is not strong.In view of the above findings, the study recommended that; Authorities in charge of the assembly need to intensify training of staff on customer orientation. This owing to the fact the AMA is a key public institution in the country and the biggest among all Metropolitan Assemblies in the country.
As such the other assemblies may be looking up to them for inspiration. How they deal with the public which happens to be their customers will have effect on how the public view the government in power. It is therefore important that they improve on their attitude towards the visitors to the assembly. Staff must approach customers with business mindset.
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