Influencing citizen behavior: experiences from multichannel marketing pilot projects

Lidwien van de Wijngaert, Willem Jan Pieterson, Marije L. Teerling

Research output: Contribution to journalArticleAcademicpeer-review

8 Citations (Scopus)

Abstract

Information technology allows national and local governments to satisfy the needs of citizens in a cost effective way. Unfortunately, citizens still tend to prefer traditional, more costly channels, such as the front desk, phone and mail. Through pilot projects government agencies attempt to influence this behavior of citizens, directing them towards the online channel. With this paper we provide insight into the possibility to influence citizens’ behavior in the complex landscape of multi-channel service provision. The paper systematically compares five pilot projects using a framework that is based on organizational and marketing literature. The results show that socio-psychological factors are crucial in multi-channel management, much more than the technology itself. We conclude that citizens can be directed towards the online channel. However, not all projects are successful. Economic and legal instruments tend to sort more direct effects than communication or service instruments. Moreover, organizational factors such as bureaucracy often hinder eventual success. Choosing a smart and relatively small scope and strong project manager may help to evoke success in directing citizen online behavior.
Original languageEnglish
Pages (from-to)415-419
Number of pages5
JournalInternational journal of information management
Volume31
Issue number5
DOIs
Publication statusPublished - 2011

Fingerprint

pilot project
Marketing
marketing
citizen
Information technology
experience
Managers
Economics
Communication
Costs
psychological factors
government agency
bureaucracy
information technology
manager
communication
costs
management
economics

Keywords

  • METIS-282071
  • IR-94521

Cite this

van de Wijngaert, Lidwien ; Pieterson, Willem Jan ; Teerling, Marije L. / Influencing citizen behavior: experiences from multichannel marketing pilot projects. In: International journal of information management. 2011 ; Vol. 31, No. 5. pp. 415-419.
@article{5e217cd828694558ac95d556351bad50,
title = "Influencing citizen behavior: experiences from multichannel marketing pilot projects",
abstract = "Information technology allows national and local governments to satisfy the needs of citizens in a cost effective way. Unfortunately, citizens still tend to prefer traditional, more costly channels, such as the front desk, phone and mail. Through pilot projects government agencies attempt to influence this behavior of citizens, directing them towards the online channel. With this paper we provide insight into the possibility to influence citizens’ behavior in the complex landscape of multi-channel service provision. The paper systematically compares five pilot projects using a framework that is based on organizational and marketing literature. The results show that socio-psychological factors are crucial in multi-channel management, much more than the technology itself. We conclude that citizens can be directed towards the online channel. However, not all projects are successful. Economic and legal instruments tend to sort more direct effects than communication or service instruments. Moreover, organizational factors such as bureaucracy often hinder eventual success. Choosing a smart and relatively small scope and strong project manager may help to evoke success in directing citizen online behavior.",
keywords = "METIS-282071, IR-94521",
author = "{van de Wijngaert}, Lidwien and Pieterson, {Willem Jan} and Teerling, {Marije L.}",
year = "2011",
doi = "10.1016/j.ijinfomgt.2010.12.009",
language = "English",
volume = "31",
pages = "415--419",
journal = "International journal of information management",
issn = "0268-4012",
publisher = "Elsevier",
number = "5",

}

Influencing citizen behavior: experiences from multichannel marketing pilot projects. / van de Wijngaert, Lidwien; Pieterson, Willem Jan; Teerling, Marije L.

In: International journal of information management, Vol. 31, No. 5, 2011, p. 415-419.

Research output: Contribution to journalArticleAcademicpeer-review

TY - JOUR

T1 - Influencing citizen behavior: experiences from multichannel marketing pilot projects

AU - van de Wijngaert, Lidwien

AU - Pieterson, Willem Jan

AU - Teerling, Marije L.

PY - 2011

Y1 - 2011

N2 - Information technology allows national and local governments to satisfy the needs of citizens in a cost effective way. Unfortunately, citizens still tend to prefer traditional, more costly channels, such as the front desk, phone and mail. Through pilot projects government agencies attempt to influence this behavior of citizens, directing them towards the online channel. With this paper we provide insight into the possibility to influence citizens’ behavior in the complex landscape of multi-channel service provision. The paper systematically compares five pilot projects using a framework that is based on organizational and marketing literature. The results show that socio-psychological factors are crucial in multi-channel management, much more than the technology itself. We conclude that citizens can be directed towards the online channel. However, not all projects are successful. Economic and legal instruments tend to sort more direct effects than communication or service instruments. Moreover, organizational factors such as bureaucracy often hinder eventual success. Choosing a smart and relatively small scope and strong project manager may help to evoke success in directing citizen online behavior.

AB - Information technology allows national and local governments to satisfy the needs of citizens in a cost effective way. Unfortunately, citizens still tend to prefer traditional, more costly channels, such as the front desk, phone and mail. Through pilot projects government agencies attempt to influence this behavior of citizens, directing them towards the online channel. With this paper we provide insight into the possibility to influence citizens’ behavior in the complex landscape of multi-channel service provision. The paper systematically compares five pilot projects using a framework that is based on organizational and marketing literature. The results show that socio-psychological factors are crucial in multi-channel management, much more than the technology itself. We conclude that citizens can be directed towards the online channel. However, not all projects are successful. Economic and legal instruments tend to sort more direct effects than communication or service instruments. Moreover, organizational factors such as bureaucracy often hinder eventual success. Choosing a smart and relatively small scope and strong project manager may help to evoke success in directing citizen online behavior.

KW - METIS-282071

KW - IR-94521

U2 - 10.1016/j.ijinfomgt.2010.12.009

DO - 10.1016/j.ijinfomgt.2010.12.009

M3 - Article

VL - 31

SP - 415

EP - 419

JO - International journal of information management

JF - International journal of information management

SN - 0268-4012

IS - 5

ER -