HKUBS_Standard_Coloured_Shield_Blue_Text_Logo - 380
  • 全球網絡
  • 港大經管學院
        • 關於我們 關於我們
        • 港大經管學院是一所紮根亞洲、面向國際的頂尖商學院。
        • 概覽
          • 院長寄語
          • 願景及使命
          • 里程碑
          • 合作夥伴及環球聯繫
          • 排名及認證
          • 企業合作
        • 學院領導
          • 學院領導
          • 國際顧問委員會
        • 我們的故事
        • 聯絡我們
        • 內聯網
        • 設施
  • 課程
        • 課程 課程
        • 我們致力為學生提供多元化的學習體驗,培育人才。
        • 總覽
        • 本科生課程
        • 碩士課程
          • 會計數據分析碩士
          • 會計學碩士
          • 氣候治理與風險管理碩士
          • 經濟學碩士
          • 家族財富管理碩士
          • 金融學碩士
          • 金融學碩士(金融科技)
          • 環球管理學碩士
          • 可持續會計及金融碩士
          • 理科碩士﹙商業分析﹚
          • 理科碩士﹙市場營銷學﹚
          • 財富管理碩士
        • 工商管理學碩士及高級管理人員工商管理學碩士課程
          • 工商管理學碩士
          • 工商管理學碩士(國際)
          • 高級管理人員工商管理學碩士
        • 哲學博士課程
        • 高層管理教育
        • 工商管理學博士課程
  • 團隊
        • 學院團隊 學院團隊
        • 國際化的教職員團隊,積極推動課程發展,提供優質教育。
        • 教學人員
        • 博士後研究員
        • 助教/教學助理
        • 研究生
        • 行政人員
  • 研究
        • 研究 研究
        • 引領知識創造的前沿
        • 思維領導
          • 學術論文
          • 信報龍虎山下專欄
          • FT中文網明德商論專欄
          • 媒體報導
        • 學科專業
        • 學院團隊
        • 研究資助
        • 學術活動
          • 陳坤耀傑出學人講座系列
        • 研究中心
        • 香港宏觀經濟預測
        • 香港大學知識交流
        • 香港大學學術庫
        • 深圳研究院
  • 活動
  • 媒體
        • 媒體 媒體
        • 促進知識交流,分享獨到的見解及構思,啟發社會大眾。
        • 學院消息
        • 媒體報導
        • 新聞稿
  • 就業及工作
        • 就業及工作 就業及工作
        • 加強與企業及夥伴的合作,攜手培育專業人才。
        • 學生就業發展
        • 招聘人才
        • 工作機會
          • 教員招聘
          • 香港大學招聘網站
  • English
  • 简
輸入搜尋
HKUBS_Standard_Coloured_Shield_Blue_Text_Logo - 380
輸入搜尋
  • 全球網絡
  • 港大經管學院
        • 關於我們 關於我們
        • 港大經管學院是一所紮根亞洲、面向國際的頂尖商學院。
        • 概覽
          • 院長寄語
          • 願景及使命
          • 里程碑
          • 合作夥伴及環球聯繫
          • 排名及認證
          • 企業合作
        • 學院領導
          • 學院領導
          • 國際顧問委員會
        • 我們的故事
        • 聯絡我們
        • 內聯網
        • 設施
  • 課程
        • 課程 課程
        • 我們致力為學生提供多元化的學習體驗,培育人才。
        • 總覽
        • 本科生課程
        • 碩士課程
          • 會計數據分析碩士
          • 會計學碩士
          • 氣候治理與風險管理碩士
          • 經濟學碩士
          • 家族財富管理碩士
          • 金融學碩士
          • 金融學碩士(金融科技)
          • 環球管理學碩士
          • 可持續會計及金融碩士
          • 理科碩士﹙商業分析﹚
          • 理科碩士﹙市場營銷學﹚
          • 財富管理碩士
        • 工商管理學碩士及高級管理人員工商管理學碩士課程
          • 工商管理學碩士
          • 工商管理學碩士(國際)
          • 高級管理人員工商管理學碩士
        • 哲學博士課程
        • 高層管理教育
        • 工商管理學博士課程
  • 團隊
        • 學院團隊 學院團隊
        • 國際化的教職員團隊,積極推動課程發展,提供優質教育。
        • 教學人員
        • 博士後研究員
        • 助教/教學助理
        • 研究生
        • 行政人員
  • 研究
        • 研究 研究
        • 引領知識創造的前沿
        • 思維領導
          • 學術論文
          • 信報龍虎山下專欄
          • FT中文網明德商論專欄
          • 媒體報導
        • 學科專業
        • 學院團隊
        • 研究資助
        • 學術活動
          • 陳坤耀傑出學人講座系列
        • 研究中心
        • 香港宏觀經濟預測
        • 香港大學知識交流
        • 香港大學學術庫
        • 深圳研究院
  • 活動
  • 媒體
        • 媒體 媒體
        • 促進知識交流,分享獨到的見解及構思,啟發社會大眾。
        • 學院消息
        • 媒體報導
        • 新聞稿
  • 就業及工作
        • 就業及工作 就業及工作
        • 加強與企業及夥伴的合作,攜手培育專業人才。
        • 學生就業發展
        • 招聘人才
        • 工作機會
          • 教員招聘
          • 香港大學招聘網站
HKUBS_Standard_Coloured_Shield_Blue_Text_Logo - 380
  • 全球網絡
  • 港大經管學院
    • 概覽
      • 院長寄語
      • 願景及使命
      • 里程碑
      • 合作夥伴及環球聯繫
      • 排名及認證
      • 企業合作
    • 學院領導
      • 學院領導
      • 國際顧問委員會
    • 我們的故事
    • 聯絡我們
    • 內聯網
    • 設施
  • 課程
    • 總覽
    • 本科生課程
    • 碩士課程
      • 會計數據分析碩士
      • 會計學碩士
      • 氣候治理與風險管理碩士
      • 經濟學碩士
      • 家族財富管理碩士
      • 金融學碩士
      • 金融學碩士(金融科技)
      • 環球管理學碩士
      • 可持續會計及金融碩士
      • 理科碩士﹙商業分析﹚
      • 理科碩士﹙市場營銷學﹚
      • 財富管理碩士
    • 工商管理學碩士及高級管理人員工商管理學碩士課程
      • 工商管理學碩士
      • 工商管理學碩士(國際)
      • 高級管理人員工商管理學碩士
    • 工商管理學博士課程
    • 哲學博士課程
    • 高層管理教育
  • 團隊
    • 教學人員
    • 博士後研究員
    • 助教/教學助理
    • 研究生
    • 行政人員
  • 研究
    • 思維領導
      • 學術論文
      • 信報龍虎山下專欄
      • FT中文網明德商論專欄
      • 媒體報導
    • 學科專業
    • 學院團隊
    • 研究資助
    • 學術活動
      • 陳坤耀傑出學人講座系列
    • 研究中心
    • 香港宏觀經濟預測
    • 香港大學知識交流
    • 香港大學學術庫
    • 深圳研究院
  • 活動
  • 媒體
    • 學院消息
    • 媒體報導
    • 新聞稿
  • 就業及工作
    • 招聘人才
    • 學生就業發展
    • 工作機會
      • 教員招聘
      • 香港大學招聘網站

思維領導

首頁 研究 思維領導

In search of public service excellence

NA
分享到推特分享到面書分享到whatsapp分享到領英分享到電郵

Public services touch every aspect of the lives of people around the world. Though normal life for many has changed since the global pandemic of early 2020, up until then, people everywhere frequently used public services on a daily basis – from renewing a business registration or a passport, to receiving post, exercising at a swimming pool, or visiting a public hospital.

These millions of service users also have opinions, both good and bad, on the quality of the public services they access. But how often are they asked about these opinions? And do these opinions help create changes and improvements to the services?

Generally, providers of consumer goods and services can rely on both customer satisfaction surveys and the market itself to provide performance indicators. They are incentivised by revenues and by repeat customers to either keep their products the same or make them better. Conversely, public service providers are often the sole providers of certain services: the issuance of personal identification documents, licensing, postal services, and immigration and customs controls for example. So what incentivises these providers to make their offerings better, and how can they evaluate the feedback and perceptions of the users?

Professor Bennett Yim, Area Head and Professor of Marketing, and the Associate Director of the Contemporary Marketing Centre of the HKU Business School, has conducted extensive research into service marketing strategies. Through his research, he discovered that the broad concept of “customer satisfaction” does not fully capture the complexities of the relationship between service users and the services provided to them. One of his studies demonstrated that measuring customer loyalty in addition to customer satisfaction enhances the effectiveness of customer relationship programmes. Putting this theory into practice, he applied a novel index model methodology accompanied by strategies to promote customer co-creation and loyalty in two multi-year projects which aimed to improve the performance of public services of a metropolitan city government in Asia.

The involvement of Professor Yim created significant changes to the design and execution of the two projects. Prior endeavours conducted by the same government involved simple evaluations of the satisfaction levels of service users. Professor Yim evolved these projects by introducing a consumer sentiment index model which enabled the government departments to perform continuous assessments of service delivery experiences. On top of measuring satisfaction levels, this new model also measured loyalty and trust, and incorporated “hedonic measures” – ways of measuring whether a person likes or avoids a particular thing – to capture more detail about the service users’ sentiments. The end result was a much more sophisticated model.

The projects engaged service users by conducting large-scale surveys to assess their evaluations of the services, developing a service excellence index (SEI) to benchmark performance across multiple departments. The lifecycle of both projects is illustrated in the diagram below:

The improved model allowed the capture of a much richer set of diagnostic information, which then allowed the participating departments to continuously identify key service excellence drivers, determine priority areas, and formulate and eventually implement effective service improvement strategies.

The new model served as a platform to engage the service providers and users to generate mutually beneficial outcomes. The providers could then concentrate on enhancing key strategic areas and benchmarking the effectiveness of the deliverables. At the same time, the citizens enjoyed improved services as a result of the co-creation process.

The SEI scores revealed the success of both projects: the overall performance of these public services exhibited an upward trend between 2013 and 2017. It is estimated that around seven million residents and more than 400,000 businesses employing over 6.8 million people benefitted from the improvements.

Professor Yim’s considerable contributions to the public sector exhibit how new models, new approaches and new ways of thinking can foster long-term improvements in areas that truly matter to society, making significant and long-lasting impacts on the lives of ordinary citizens.

 

Professor Bennett Yim is the Area Head and Professor of Marketing, and the Associate Director of the Contemporary Marketing Centre of the HKU Business School. His research areas include services marketing, marketing strategies, and brand choice modelling. He has been widely published in journals such as the Journal of Marketing, the Journal of Marketing Research, Marketing Science, the Journal of Service Research, the Journal of International Business Studies, the Journal of Retailing, the International Journal of Research in Marketing, and the Journal of Business Research, amongst others. His current research explores service crowding, anthropomorphised self-serving technologies, service-sales ambidexterity, and professional service conversations.

Professor Yim has over 20 years of experience teaching in undergraduate, MBA and Executive Development programmes at The University of Hong Kong, the Thunderbird School of Global Management, Rice University, and Purdue University.

Accountancy takes the centre stage of finance
Everyone can win in business – or can they?
Trending
Corporate Lobbying of Bureaucrats
Corporate Lobbying of Bureaucrats
Executive agencies play a pivotal role in shaping the regulatory environment by crafting rules, enforcing regulations, and overseeing government contracts—all of which can have a profound impact on businesses. For firms, this potential impact creates a clear incentive for firms to influence these agencies, particularly during the critical stages of rulemaking and enforcement. In this context, lobbying emerges as a key tool that companies use to mold the regulatory landscape to their advantage. Unlike politicians, whose decisions are often swayed by electoral cycles and campaign contributions, agency officials are not elected, serve longer terms, and are less susceptible to direct political pressures. As a result, engaging in lobbying efforts with executive agencies is both more complicated and strategically crucial for firms operating within heavily regulated industries. However, the dynamics of such lobbying remain underexplored in the literature.
3 Jan 2025
研究
春節幸福感和疫情感知風險調查:來自機器學習的洞察
春節幸福感和疫情感知風險調查:來自機器學習的洞察
Prof. Jayson Shi JIA
2023年剛結束的兔年春節內地民眾過得怎樣?調查顯示,兔年春節期間,民眾的幸福感平均值為5.47,介於“比較開心”與“開心”之間(1為最低值,7為最高值),“比較開心”以上人群占比為83.1%。
10 Feb 2023
市場學
Bennett Chi Kin YIM
About Author
Prof. Bennett Chi Kin YIM

Stelux Professor in Marketing

我想了解更多學院的最新消息和活動資訊
LinkedIn WeChat Instagram Facebook Weibo Twitter YouTube

©2025 版權屬香港大學經管學院所有 | 隱私政策 | 無障礙網頁