Can the Public Sector Provision of Leisure Services Be Customer-Oriented?

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Abstract
Interest in the application of marketing principles to the management of nonbusiness organisations has recently grown dramatically. This paper examines the nature and applicability of marketing and customer-oriented management to areas beyond the traditional, commercial confines of business management. In particular, it examines the extent to which the currently fashionable ‘extended concept of marketing’ can be employed in the administration of publicly controlled service organisations such as those responsible for leisure provision. Evidence is reviewed which indicates that local authority leisure centres are far from customer-oriented in practice and argues that it is unlikely that they can be, in view of the institutional framework within which they operate.

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