The Formation and Assessment of the Image of Local Public Administration in the Republic of Moldova

Abstract

The image of local public administration represents a strategic intangible asset that directly influences citizens’ trust, institutional legitimacy, civic participation, and the perceived quality of public services. In the Republic of Moldova, the issue is increasingly relevant in the context of administrative modernization, digitalization of public services, transparency requirements, and the European integration agenda. The purpose of this paper is to analyze the process of formation and assessment of the image of local public administration in the Republic of Moldova, by identifying the main determinants of institutional image and examining practical manifestations at local level. The research is based on the processing of secondary sources, including legislative documents, official institutional platforms, public communication channels and analytical materials related to local governance and public administration reform in the Republic of Moldova. The study also incorporates a case analysis of the Ciocana District Pretura from Chișinău municipality, in order to illustrate the practical mechanisms through which institutional image is shaped at the local level. The results highlight that the image of local public administration is mainly shaped by service quality, transparency, responsiveness, digital accessibility, institutional communication, and visible community outcomes. The paper concludes that a positive institutional image cannot be built solely through formal communication, but rather through consistent administrative performance, citizen-oriented governance, and trust-based interaction between local authorities and the community. CZU: 659.4:352(478); JEL: H70, H83, M31, D73