Reformation of public service to meet citizens’ needs as customers: Evaluating SMS as an alternative service delivery channel

Abstract

Citizens of different countries are now experiencing a newly invented service delivery channel to receive service from government portals. This study addresses whether a service delivery channel, based on mobile phones and provided through a short messaging service can be included in public administration to meet citizen requirements. The study further examines what factors are important to develop citizen perceptions of high value and effectiveness of this new service delivery channel. It also attempts to identify if culture has any effect on developing a positive attitude toward this service delivery channel. This study, through an empirical investigation among citizens in three countries – the USA, India, and Bangladesh, has identified that citizens are quite satisfied with this new service delivery channel use by the public service domain. The success of this delivery channel depends on the issue of segmentation. If public service providers can effectively segment the market based on time, location, and requirements, and can deliver the preferred message to concerned users with relevant and information that is easy to access and process, citizens will regard this service delivery channel as effective and satisfactory, and as competent as its private counterparts.