Willem Pieterson & Jan van Dijk
Governmental Service Channel Positioning: History and Strategies for the Future
Pieterson, W. & van Dijk, J. (2006). Governmental Service Channel Positioning: History and Strategies for the Future. In: A. Gronlund et al. Electronic Government. Communication Proceedings of the Fifth International EGOV Conference 2006, Krakow, Poland, pp. 53-59. Linz: Trauner Druck.
Governmental agencies have various service channels at their disposal for the service interactions with their citizens. The rise of the Internet as a service channel led many to believe the Internet would make all other service channels obsolete. Until now this expectation remains unfulfilled, as research discussed in this paper makes clear. All other channels still exist and the Internet in many cases did not lead to a decrease in the usage of other channels. Across the globe organizations are re-shaping their service channel mix, to find the optimal mix of service channels. This article reviews various historical phases in service channel positioning and discusses the strategies in use during the phases. The paper concludes with presenting a new multi-channel channel positioning strategy that combines private organization.