CTIT University of Twente

Pieterson, Dr. Willem


Website: http://www.gw.utwente.nl/mco/mw/pieterson/

E-mail: w.j.pieterson@gw.utwente.nl

Address: Cubicus, kamer C 147

Telephone: 053 – 489 2418

053 – 489 3299 (secretaresse)

Fax: 053 – 489 4259

Work information:

Willem Pieterson works as an assistant professor within the Center for e-Government. Studies of the University of Twente. In March 2009 he obtained his PhD Cum Laude (Hons) with his dissertation on Channel Choices by citizens for their interactions with governmental agencies. He works on various e-Government related research projects mostly on the field of citizens’ behavior (such as needs and behaviors) and multi-channel management. He has a background in communication and obtained his Master in communication studies in 2004.



Multi-Channel Management


Citizens’ Behavior (Channel Choice and Channel Usage)




Service needs and requirements


Media theories and Communication

Awards and honors


PhD. With Honors (Cum Laude) in 2009


Best poster award at the Digital Government Conference in Montreal, 2008

Research projects:

2007-2009: Kanalen in Balans (Channels in Balance), Co-Initiator The ‘Kanalen in Balans’- project (‘Channels in balance’) of the Telematica Instituut is a combined research initiative with partners from government and academia, comprising the Dutch Ministry of the Interior and Kingdom Relations, the Dutch Ministry of the Economic Affairs, SVB, UWV, IB-Groep, IND,VDP, the University of Twente, and Delft University of Technology. The project aims to find solutions for the multichannel management problems of governmental organizations. In particular the project addresses channel synchronization and channel control.

2007-2008 Video on websites (in collaboration with Bureau Beeldtaal and the municipality of Arnhem) Project to assess the effectiveness of video on governmental websites. Video has the potential to enrich the electronic channel and hence the possibility to increase the effectiveness of e-Government. In lab and field studies we assess the effectiveness of video on sites.

2005-2009 Channel Choice (financially supported by the Dutch Tax and Customs Administration, Sector Research and Marketing). PhD. Project on the question why citizens choose a certain channel when they need contact with a governmental agency? An answer to this question helps in shaping the multi-channel service strategy as well as in guiding citizen’s to the desired channels. The project resulted in a Cum Laude graduation based on the dissertation Channel Choice; Citizens’ Channel Behavior and Public Service Channel Strategy.


2005-2009: Corporate Communication (Bachelor Course, University of Twente)

2005-2009: Communication Design 3 (Bachelor Course, University of Twente)

2007-2009: e-Government (Master Course, University of Twente)

2008-2009: Research practicum (Bachelor Course, University of Twente

Recent publications:

Pieterson, W. (2009). Channel Choice; Citizens’ Channel Behavior and Public Service Channel Strategy (dissertation). Enschede: University of Twente. [link]

Pieterson, W. (2009). Governments and Multi-channeling: Channel positioning strategies for the future. In A. Meijer, K. Boersma & P. Wagenaar (Eds.), ICTs, citizens & governance: After the hype!. Amsterdam: IOS Press.

Teerling, M. & Pieterson, W. (2009). Government Multichannel Marketing: How to seduce citizens to the web channels? Paper presented at the 42nd HICSS conference.

Teerling, M. & Pieterson, W. (2009). Multi-channel Marketing: An experiment on unobtrusively guiding citizens to the internet. Paper presented at the 10th Annual International Conference on Digital Government.

Ebbers, W., Pieterson, W., & Noordman, H. (2008). Electronic government: Rethinking channel management strategies. Government Information Quarterly, 25(2), 181-201.

Pieterson, W., & Ebbers, W. (2008). The use of service channels by citizens in the Netherlands; implications for multi-channel management. International Review of Administrative Sciences, 74(1), 95-110.

Hartkamp, M., ter Hoeven, C., & Pieterson, W. (2008). Resolving Resistance: The role of Commitment to Change in Public Organizations. Paper presented at the 58th Annual Conference of the International Communication Association: Communicating for Social Impact, Montreal, Canada.

Pieterson, W. & Teerling, M. (2008). Citizen Behavior in a Multi-Channel Environment. DG.O2008, The Proceedings of the 8th Annual International Digital Government Research Conference, May 18-21, Montreal, Canada.

Pieterson, W. (2008). Media Richness Theory; a Review and Discussion. Proceedings of the 2008 Academy of Management Meeting, August 8-13, Anaheim, California

Klievink, B., Janssen, M., Pieterson, W. & Fielt, E. (2008). Multi-channel Management Strategy and Coordination: The next hurdle in customer-orientation. DG.O2008, The Proceedings of the 8th Annual International Digital Government Research Conference, May 18-21, Montreal, Canada.

Teerling, M., Pieterson, W., Janssen, M. & Klievink, B. (2008). Multi-channel Management Workshop. DG.O2008, The Proceedings of the 8th Annual International Digital Government Research Conference, May 18-21, Montreal, Canada.

Pieterson, W., Teerling, M. & Ebbers, W. (2008). Channel Perceptions and Usage; Beyond Media Richness Factors. Lecture Notes in Computer Science 5184, pp. 219-230.

Pieterson, W., & van Dijk, J. (2007). Channel choice determinants; An exploration of the factors that determine the choice of a service channel in citizen initiated contacts. Proceedings of the DG.O 2007 Conference. Philadelphia, PA.

Pieterson, W., Ebbers, W., & van Dijk, J. (2007). Personalization in the public sector. An inventory of organizational and user obstacles towards personalization of electronic services in the public sector. Government Information Quarterly, 24, 148-164.

van Dijk, J., Pieterson, W., Ebbers, W., & van Deursen, A., (2007.). eServices for citizens: The Dutch usage case. Lecture Notes in Computer Science, 4656, (pp. 155-166).

Ebbers, W., Pieterson, W., & Noorman, H. (2007). Rethinking service and channel strategies: After the hype. In: J. Makolm & G. Orthofer (eds), eTaxation, state and perspectives. Linz: Trauner Druck.