Can Marketing Strategies Enhance the Adoption of Electronic Government Initiatives?

Abstract

This article assesses the role and likely impact of marketing on the adoption of e-government initiatives. Although the role of tactical marketing in increasing awareness and enhancing adoption has been recognised, strategies required for realising the benefits of marketing e-government services have not been forthcoming. Given that citizens' usage behaviour of e-government services remains sub-optimal and the potential contribution of marketing, we propose a set of marketing-based strategic approaches and argue that they can play an essential role in enhancing adoption of e-government initiatives and propelling citizen's engagement with e-governance. Based on citizens' differential levels of usage behaviour of e-government services and benefits sought from engaging in e-governance, this article classifies citizens into six distinct segments and suggests generic strategic approaches.

Examining factors influencing Jordanian customers’ intentions and adoption of internet banking: Extending UTAUT2 with risk

“…The implementation of IB is not feasible unless customers widely adopt these technologies as full alternatives for human encounters (Meuter et al, 2005;Simintiras et al, 2014). Consequently, undertaking an empirical study helps to identify the most important aspects, and accordingly, altering banks in Jordan to implement effective and appropriate marketing strategies to enhance the adoption of such innovative services by customers (Gumussoy, 2016).…”

“…Thus, using social media applications to promote the adoption of IB will help Jordanian banks to reach a larger number of banking customers in a more accessible, cost-effective and easier way (Berthon et al, 2012). More importantly, banks need to convince their customers who use IB that it is now a basic requirement of a modern lifestyle; it represents an interesting experience along with saving time and cost; and using these channels such as smartphones, Internet, e-mail, and social media is considered a normal extension for other innovations that could be used by customers (Hwang and Kim, 2007;Irani et al, 2009;Lassar et al, 2005;Shareef et al, 2011;Simintiras et al, 2014).…”

“…Thus, further interest by banks in improving the facilities required to effectively use IB will not only enhance the online banking acceptance but will also simplify accessing the benefits and utilities of using this technology as well as contributing to price value. Initially, banks need to concentrate on providing IB channels in a compatible manner with other common technologies used by customers along with convincing them that using these channels is not far different from other technologies (Simintiras et al, 2014).…”

“…Practically, there are several recommended strategies that could be applied by banks to reduce the perceived risks associated with the use of electronic banking channels (Laukkanen et al, 2007;Laukkanen et al, 2009;Poon, 2008;Simintiras et al, 2014;Tan, 1999;Yousafzai et al, 2005). As with any other aspects discussed before, banks have to spend more educational efforts persuading users that IB is fully protected and are a less risky way to attain the financial services (Laukkanen et al, 2008;Simintiras et al, 2014). Banks should also train their customers on how they can safely use online channels and how they can cope with any suspicious and/or hacking regarding their account.…”

“…According to this strategy, banks are highly recommended to utilise a form of advancement in the biometric technology area, which introduces many solutions and tools to improve the customers' authentication mechanisms (e.g. fingerprints, voice tag, and iris recognition) (Laukkanen et al, 2008;Poon, 2008;Salomann et al, 2006;Simintiras et al, 2014). For instance, using the biometric technology application (e.g.…”