PUBLIC E-SERVICES FROM THE CITIZENS’ PERSPECTIVE : ADOPTING A MARKET ORIENTATION

• The recently published Swedish eGovernment Action Plan stresses that “the need of theuser should always be an important starting-point in the efforts made by administrationsto develop eServices.” But, is that the picture communicated in the action plan? Thisarticle reflects critically on the action plan from a marketing perspective. The discussionfocuses on citizens as consumers of public e-services and argues that benefits from amarket-oriented approach could support organizations in their development of public eservices. Developing online services based on knowledge of citizens’ needs, behaviors,and attitudes presents possibilities for creating customer-oriented services that increaseproductivity while delivering added value for citizens.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

marketing perspective

market-orientation

e-government

citizens

public eservices

Industriell marknadsföring

Publication and Content Type

ref (subject category)

art (subject category)