APPROBATION OF ADAPTED MARKETING TECHNIQUES TO ASSESS THE SATISFACTION OF RECIPIENTS OF PUBLIC SERVICES

Achieving a high level of quality of public services provided is becoming one of the most important goals in the activities of executive authorities in the context of the transition to the digital economy. The adopted program documents of the executive authorities should stimulate the introduction of advanced management, organizational and technological solutions at enterprises, introduce digital solutions in the field of public administration and public services, reduce and eliminate regulatory and administrative barriers. Since the beginning of the administrative reform, the activities of the employment service bodies have changed little, they are still only formal intermediaries between people who have lost their jobs and employers. Assessing the activities of the state employment service, it can be concluded that consumer satisfaction with the quality of public service provision is not always a determining indicator of the effectiveness of its work. This situation does not correspond to the approaches declared by the government to assessing the activities of authorities and active policies on the labor market. Thus, the modern requirements of the citizen and society dictate the need to develop methods and methodologies for evaluating the activities of public institutions, including the quality of public services, but currently methodological support for the assessment and management of quality in the field of labor and the provision of public services in the field of employment has not been developed. Modern requirements of the citizen and society dictate the need to develop and use various methods of evaluating the activities of public institutions, including the quality of public services, and therefore it is urgent to improve the quality assessment in public administration. The article shows the possibility of using the GAP model of service quality assessment to assess the satisfaction of consumers of public services by analyzing the gap between the actual (SERVPERF) and expected (SERVQUAL) level of services rendered.

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