Companies use the Customer Relationship Management (CRM) to establish long-term relation ships with their customers in order to keep them satisfied and loyal. In this context, Citizen Relationship Management (CiRM) emerges in the public sector as a strategy to improve citizens' service and to encourage citizenship as well. Considering the gap in the literature on the subject, the aim of this multi-method study was to validate an instrument to assess the perception of citizens regarding CiRM initiatives in public management. The main contribution of this work is the validation of an instrument, in both complete and reduced versions, with very reliable psychometric rates, which can be used as a diagnostic tool by public managers to promote an effective relationship management with citizens.
relationship marketing; public management; citizen; CiRM; scale development and validation
