Conjoint-Analysis on Development of Integrity Image Management in Public Sector

摘要

The development of public integrity management has been the focus of public sectors, which can also be regarded as the marketing organization; the introduction of customer satisfaction and experiential marketing is a new issue. With the development of experiential marketing and "customer orientation", the customer satisfaction has been the major content of strategic development of service industry which typically implements experiential marketing. The public sectors provide the service to the public, who is regarded as the customer in marketing; the relative measurement of satisfaction directs the quality improvement, distinctive capability and performance reinforcement for organization. This article attempts to establish index model on public satisfaction, through designing the questionnaire by orthogonal design, the conjoint analysis is executed to the current situation and suggests recommendation.