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The potentials of CRM application in the public sector

Mai Thao Phuong, Reicher Regina Zsuzsánna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2021

z. 151

371--386

Purpose: The interest in the possibility of CRM application in the public sector has begun to emerge again recently with the development of e-government. In this paper, we show the optimistic support to the application of the CRM implementation in the public sector. Design/methodology/approach: In this study, we attempted to explore the potentials of CRM application in public sectors by reviewing the existing literature on the traditional CRM concepts as well as in the context of government over the last decades. Findings: CRM has not been utilised commonly by governments due to the number of complexities that needed to be more investigated and fixed by resolutions. A number of researchers have figured out the big gaps between private and public sectors which lead to difficulties in apply CRM in public services. Social implications: This paper would be the initial foundation for our coming empirical research to get more insights into this area as we do believe that the implementation of CRM in the public sector is an emerging research potential that is valuable and significantly beneficial to the scientific innovation relating to government operation. Originality/value: The paper reviewed existing findings to provide a better understanding of the field and figured out the main potentials of CRM in promoting government reputation, engaging citizens to the operating system, and improving the quality of service delivery in the public services system.