Analysis shows relationship quality enhances citizen satisfaction with e-government services, suggesting CRM principles improve interactions.
Each country’s government works hard to avail its services online more effectively. One solution must be to adopt the customer relationship management (CRM) concept in the process. This study recognized the relationship quality from CRM as an additional major dimension of service quality for e-government online services and examined its role in achieving individual efficiency and citizen satisfaction. By analyzing data from 245 South Koreans who evaluated their e-government service experiences, the study developed a scale to measure the three dimensions of relationship quality (needs fulfillment, interactive communications, and segmented services) and found the dimensions to have a significant impact on individual efficiency and citizen satisfaction.
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Lee et al. (2009) studied this question.
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