Public e-services from the citizens' perspective: adopting a market orientation
2009 (English)In: International Journal of Public Information Systems, ISSN 1653-4360, Vol. 5, no 2, 123-134 p.Article in journal (Refereed) Published
The recently published Swedish eGovernment Action Plan stresses that "the need of the user should always be an important starting-point in the efforts made by administrations to develop eServices." But, is that the picture communicated in the action plan? This article reflects critically on the action plan from a marketing perspective. The discussion focuses on citizens as consumers of public e-services and argues that benefits from a market-oriented approach could support organizations in their development of public e-services. Developing online services based on knowledge of citizens' needs, behaviors, and attitudes presents possibilities for creating customer-oriented services that increase productivity while delivering added value for citizens.
Place, publisher, year, edition, pages
2009. Vol. 5, no 2, 123-134 p.
Research subject Industrial Marketing
IdentifiersURN: urn:nbn:se:ltu:diva-6581Local ID: 4d49ea40-b814-11de-b769-000ea68e967bOAI: oai:DiVA.org:ltu-6581DiVA: diva2:979467
ProjectsKundfokus för ökad användning av offentliga e-tjänster
Validerad; 2009; 20091013 (anne)2016-09-292016-09-29Bibliographically approved