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AbstractThe concept of marketing has evolved significantly, as have its applications in various sectors, including services. Diverse opinions have been expressed for and against the use of marketing techniques in public administration. In this paper, we present a conceptual and methodological review of the main contributions made by marketing to the public sector, measuring variables and related concepts that determine public satisfaction with public services. These elements, termed key drivers of opinion, were measured by reference to the information provided by the Spanish Sociological Research Centre (CIS), and provide an alternative way to display and analyse the data of interest, through perception models and figures using multivariate factor analysis. In this study, the components or factors containing the main drivers of opinion were found to be, on the one hand, commitment to efficient service, and on the other, user convenience.