Willem Jan Pieterson

Electronic government: Rethinking channel management strategies

This article explores how an alternative multichannel management strategy can improve the way governments and citizens interact. Improvement is necessary because, based on empirical data from various sources, the conclusion can be drawn that there is a gap between the communication channels governments prefer and those that citizens prefer. Governments may be too much guided by rational arguments like the cost efficiency of channels while citizens may choose channels depending on, e.g., task characteristics, personal characteristics or situational factors. In order to close the existing gap and to increase understanding about how different channel types may be positioned in multichannel management, this article proposes an alternative multichannel management strategy that takes both the citizen’s and the government’s perspective into account. This strategy is based on differences in channel types and channel modes via which governments and citizens interact.

E-services for citizens: the Dutch usage case

In most countries, the maturity of eService delivery is measured by the supply of electronic service delivery. However, in many countries there is a gap between the supply and demand of eServices. We studied the actual use of eServices and the potential use of eServices in the Netherlands. We found a gap between the actual and potential use of eServices. Main explanations for this gap are the lack of knowledge about the availability of eServices, the media use characteristics and the social characteristics of the (non)users. Conclusions of our study are that the potential usage is high and second, simply putting services online is not enough. People have to get to know the services and need the skills to use them. Implications for future research are that we need a deeper understanding of factors that underlie the use of eServices, since supply alone will not lead to use of eServices.

Channel Perceptions and Usage: Beyond Media Richness Factors

In this paper, we asses how service channel perceptions affect channel choice and channel usage. Building on communication theories, such as the Media Richness Theory, we explore how different channel characteristics are perceived by citizens in a Dutch governmental service chain. The results of our study show that channel perceptions are variable along with channel usage (experience) and personal characteristics. This proves that the straightforward task-channel fit as suggested in some multi-channel management models is too simplistic. Besides the fact that theoretically some channels are better suited for particular types of services, multi-channel models should pay attention to the variances in channel perceptions. These insights are highly relevant for the design of the multi-channel and marketing strategies in order to seduce citizens to use the preferred service channels.

Government Multichannel Marketing: How to seduce citizens to the web channels?

Governments have a variety of channels at their disposal to interact with their citizens. Having realized that citizens still prefer the traditional channels, such as the front desk and the telephone, governments have to (re)think their multichannel marketing (MCM) strategies. In order to be successful, not only knowledge on citizen multichannel behavior is required but also on the effects of MCM instruments. Questions such as how do citizens’ perceive the various instruments and to what extent are the instruments associated with each other rise up. Moreover, can instruments be used to target specific citizen segments? Based on qualitative depth interviews we formulate constructs to measure the citizens’ perceptions on the instruments. Subsequently, we answer our research questions based on a quantitative survey amongst almost 2,000 citizens. As a result, this research increases the knowledge on government MCM and as such the possibilities to influence citizen multichannel behavior.

Channel choice and source choice of entrepreneurs in a public organizational context: the dutch case

Most e-Government research focuses on citizens, the use and effects of electronic channels and services. However, businesses are an important target group for governmental agencies as well. Governmental agencies have a duty to inform businesses and to make this information easy to access. In order to increase accessibility it is important to closely relate to the behavior of users. Therefore, the purpose of the present investigation is to gain insight about the channel and source choice of entrepreneurs in a public organizational context. According to 323 entrepreneurs, who filled out an electronic questionnaire, the internet is the most preferred channel and a search engine is the most preferred source for obtaining governmental information. Business-, entrepreneur-and situational characteristics have, although small, effect on these choices.

New Channels, New Possibilities: A Typology and Classification of Social Robots and Their Role in Multi-channel Public Service Delivery

In this contribution we discuss the characteristics of what we call the fourth generation of public sector service channels: social robots. Based on a review of relevant literature we discuss their characteristics and place into multi-channel models of service delivery. We argue that social robots is not one homogenous type of channels, but rather breaks down in different (sub)types of channels, each with different characteristics and possibilities to supplement and/or replace existing channels. Given the variety of channels, we foresee challenges in incorporating these new channels in multi-channel models of service delivery. This is especially relevant given the current lack of evaluations of such models, the broad range of channels available, and their different stages of deployment at governments around the world. Nevertheless, social robots offer an potentially very relevant addition to the service level landscape.

Exploring information-seeking processes by business: analyzing source and channel choices in business-to-government service interactions

With the rise of electronic channels it has become easier for businesses to consult various types of information sources in information-seeking processes. Governments are urged to rethink their role as reliable information source and the roles of their (electronic) service channels to provide efficient service support. This article addresses how governments cope with the availability of numerous sources and channels and focuses on similarities, differences and interdependencies between source and channel selection processes. Individual and group interviews were held with businesses throughout the Netherlands. The results indicate that some factors influence source and channel choices (e.g. task characteristics), others influence only channel choice (e.g. situational factors, channel characteristics). Source and relationship characteristics uncover interdependencies between both, since these source-related concepts influence channel choices. Further insight is needed to increase our understanding and come to an integrated theory of source and channel choices in information-seeking processes. Points for practitioners The channels used by the government are in their own control (i.e. information quality); however, other sources and their channels are outside their control. Management of these sources can be realized through strategic partnerships with crucial sources. The first implication is that governments provide content to other sources, which these sources can use for advice to its customers. The second implication concerns the use of cross-referrals between sources and their channels. For instance, the government website contains a recommendation to call an advisor for specific information since this source-channel combination provides only general information.

In search of information: Investigating source and channel choices in business-to-government service interactions

Businesses, far more frequently than citizens, need government information and services to exert their rights and duties. In optimizing their service delivery processes, governments tend to focus on a set of communication channels they offer to businesses to deliver these services. However, in reality, businesses use not only a plethora of different channels but also multiple information sources, extending beyond governments. The focus of this study is to investigate the use of information sources, communication channels and the interaction effects between these sources and channels. A quantitative survey among 1218 representatives of small and medium-sized businesses was conducted. The results show that in most cases, businesses use set combinations of channels and sources; however, driven by factors such as the exact situation, people deviate from these patterns. The results provide novel and extensive insights into how governments can improve service delivery to one of their most important client groups – businesses.

Channel Choice in the G2B Context: Towards a Research Agenda

Knowledge about e-governmental service delivery towards businesses in general and the use and choice of service channels in particular is lacking. Current insights are mostly based on research in the context of citizens. Important differences in both domains can be found in the more networked character of the business context. These differences show that research towards the business context is needed. In order to fill the gap we provide an overview of existing knowledge about channel choice in G2B context. To conclude, we present a research agenda for future research on this topic.

Facts and feelings: The role of rational and irrational factors in citizens' channel choices

In the past decades, the topic of how and why citizens choose certain service channels to interact with governments has received widespread attention as it is an important component of government service channel strategies. Most of the existing work, however, suffers from two problems. The first is an ongoing focus on a limited set of possible determinants, making it hard to assess which of these factors are most important. The second is the underlying assumption that citizens rationally assess their situation and based on the task at hand choose the best fitting service channel. In this article we challenge both assumptions. We review the work on channel choice and rationality in decision making. Based on this review we propose and empirically test a model combining different determinants and decision making processes. Our findings show that citizens sometimes choose channels rationally and sometimes irrationally. The task at hand, personal characteristics, and situation trigger which factors are most important. As a consequence, models focused on channel strategies should focus less on rational ‘matching’ and more on situational factors.