Public e-Services from the Citizens' Perspective - Adopting a Market Orientation

Abstract

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 administrationsto 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.