• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2020 > Volume 8 Number 1 (Feb. 2020) >
JOEBM 2020 Vol.8(1): 59-62 ISSN: 2301-3567
DOI: 10.18178/joebm.2020.8.1.613

Packaging Government Ideas to Achieve Citizen Satisfaction and Loyalty: The CIS Model (Creating, Informing, and Supporting)

Nicos Antoniades

Abstract—In business, marketing an idea is an attempt to communicate a brand, product, or concept to the general public, by creating an effective message. How about politics? How could a government effectively communicate its “product” to citizens? Despite several studies, both in business and politics, attempting to examine how to market a message, no attention was given to propose a government's "idea packaging" that leads to citizen satisfaction and loyalty. In order to fill his gap, the researcher draws from the literature of marketing and strategic management and utilizes the resource-based view tool. Via correlation analysis, the study examines the relationship between specific factors (i.e., creating an idea, informing citizens about the idea, and supporting the idea) and citizen satisfaction and loyalty. Data were collected from one hundred and ten U.S. registered voters. According to the results, "Creating" an idea, "Informing" citizens about the idea, and "Supporting" the idea (CIS Model), have a statistical strong positive effect on citizen satisfaction and loyalty. Several implications can be drawn from this study's findings and interesting directions for future research are provided.

Index Terms—Government ideas, citizen satisfaction, citizen loyalty, creating, informing, supporting.

N. Antoniades was with the City University of New York, College of Staten Island. He is now with the Department of Marketing, St. John’s University, NY 11439, New York, USA (e-mail: n_antoniades2004@yahoo.gr).

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Cite:Nicos Antoniades, "Packaging Government Ideas to Achieve Citizen Satisfaction and Loyalty: The CIS Model (Creating, Informing, and Supporting)," Journal of Economics, Business and Management vol. 8, no. 1, pp. 59-62, 2020.

Copyright © 2020 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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