Multiple Relationships With Multiple Stakeholders: The Scope Of Relationship Marketing For Public Services | Alex G. Gillett

Following Gillett?s (2015) study showing the positive link between relationship marketing (RM) and performance in local government, this paper advances understanding regarding the scope of relationships. Multiple case design was used involving key informant interviews, together with internal and externally published documents from four local authorities. Findings showed that the scope and scale of activities of local councils involves the public at large, with varying and changing needs. Output such as financial efficiency as well as broader outcomes for the community must be demonstrated. From these findings the author has conceptualised a set of key relationships that managers should pay particular attention to when procuring goods and services. The proposed framework, used in conjunction with the seminal stakeholder planning process suggested by Bryson (2004), will enable decision-makers to visualise clearly the broad scope of procurement, and how the relationships between local authorities and suppliers are part of a wider and interlocking network of relationships. Findings should also be of interest to policy makers concerned with improving the long-term effectiveness and efficiency of public sector procurement.