I have submitted a formal dissertation proposal and commenced writing 80,000 words on my views of managing a customer focused water utility.
Click on the book to read the dissertation proposal (ten to twenty minutes reading time). This proposal deviates from the dissertation structure typical in business studies, which I hope will help to provide an innovative perspective on this industry.
The primary purpose of this dissertation is to contribute to the discussion on using private sector marketing concepts in managing public services, such as urban water utilities.
The managerial aim of this dissertation is to enhance the current discourse on customer-centric service provision reticulated water by developing marketing theory peculiar to this sector to assist managers with maximising customer value. This objective is realised through commercialisation of the outcomes of this research.
From an academic perspective, this dissertation seeks to enhance understanding of how market orientation relates to service quality in ‘service factories’, with particular reference to the role of engineers in technologically driven services. Service factories are services that require a low intensity of labour, rely on the incidental interaction between customers and the service provider and they only allow for a low level of customisation. Furthermore, this dissertation seeks to address a gap in knowledge regarding the measurement of quality in services dominated by tangible elements. Lastly, this dissertation assesses the influence of consumer involvement on perceptions of quality held by water utility customers.