Mass Media as Marketing Communication Tool in Managing Customer Satisfaction of Governmental Services: A Case Study of PAEW’s Drinking Water Service in Batinah North Governorate’s states, Oman

he purpose of this thesis is to examine how a governmental organization can manage customer satisfaction via mass media as a marketing communication tool. The selected governmental service was the Public Authority for Electricity and Water responsible for presenting drinking water service in the Sultanate of Oman. The investigation sample was based on customer experiences that could contribute significantly to an overall review of the service level after using/subscribing and consumers‘ evaluation of media and marketing accompanied to the service. The reviewed literature emphasizes the importance of mass media in marketing communication to achieve customer satisfaction. The various studies related to marketing and communication are analysed to construct the study‘s conceptual model to illustrate the way marketing messages are conveyed via mass media devices in order to form satisfied bonds between the organization and the customers. The analysis shows that there are feelings of mistrust among customers toward provided water quality, especially with regards to drinking water, and the substitute is purchasing bottled drinking water. The conclusion of the study indicates that there is a relative customer satisfaction of the studied governmental organization‘s marketing management activities conveyed via mass media. Moreover, it is proved statistically that there is a strong correlation between the service provider‘s media efficiency and the success of marketing process, and there is an association between satisfaction degrees of the service provider and satisfaction feelings of service marketing‘s media.