“…Many researchers (Jibril et al, 2014;Mari, 2013;Njemanze, 2012;Shareef et al, 2015;Srisawatsakul and Papasratorn, 2013;Varnali et al, 2012) explored consumer online behaviors and investigated consumer preference criteria to accept this mobile phone, SMS-based online media as a communication channel for effective marketing. However, the potential contribution of this channel in the reformation of public administration to provide citizen-focused service in order to make government service as competent as a private organization has not been investigated comprehensively.…”