The use of service channels by citizens in the Netherlands: implications for multi-channel management

TLDR: The study reveals that multi-channelling is a very complex subject on which research is still in its infancy and calls for multi-channel strategies that do not only incorporate the features of service channels and the front—back office integration, but also deal with personal characteristics and task characteristics.

Abstract: Many governmental organizations are changing their service channel management strategies to multi-channel management. However, very few empirical studies exist that explore how these multi-channel strategies should be shaped. In this article we test a number of hypotheses on citizens' channel use behaviour and the determinants of this behaviour. Further, we take into account the differences between citizens with and without a personal computer. In our conclusions we call for multi-channel strategies that do not only incorporate the features of service channels and the front—back office integration, but also deal with personal characteristics and task characteristics. Further, digital divide issues still influence channel usage by citizens, so it is necessary to keep all channels open for citizens. Finally, our study reveals that multi-channelling is a very complex subject on which research is still in its infancy.