Estrategia omnicanal para no usuarios del e-gobierno

Cayetano Medina-Molina; Manuel Manuel Rey-Moreno; Benito Pérez-González

doi:10.24965/gapp.v0i18.10463

Authors

Cayetano Medina-Molina Universidad Isabel I; Centro Universitario San Isidoro http://orcid.org/0000-0003-2322-777X
Manuel Manuel Rey-Moreno Universidad de Sevilla
Benito Pérez-González Universidad Isabel I

DOI:

https://doi.org/10.24965/gapp.v0i18.10463

Keywords:

Dual factor, e-government, e-administration, users, e-services, omnichannel

Abstract

Public organizations have been incorporating distribution channels so that citizens can access to public services. Although there were high expectations regarding the adoption of e-government, the real effective rates of it between population are not reaching the desired levels. Nowadays researchers are working in omnichannel strategy approach, which suggests that channels should be evaluated on their ability to improve the participants use experience regarding every channel. Therefore, the present work analyzes the impact that on e-government intention to use have the citizens behavior (if they have been using telephone or face to face channels). After the application of a qualitative and a quantitative methodology, the research shows while in users of the telephone channel the intention to use e-government is explained by some of the facilitator factors (expectation of result and social influence), in the case of face-to-face channel, the model has a dual structure in which both facilitators (expectation of result) and inhibitors (inertia and habit) are relevant. The disparate structure of the models generates different ways of action to increase the use of e-government.

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Author Biographies

Cayetano Medina-Molina, Universidad Isabel I; Centro Universitario San Isidoro

Licenciado en Ciencias Económicas y Empresariales, Licenciado en Investigación y Técnicas de Mercado, Doctor por la Universidad Nacional de Educación a Distancia. Profesor del Centro Universitario San Isidoro y Universidad Isabel I. Ha recibido los premios “Researcher of the year, Social Media Conference Hong-Kong, 2015”, “Best Paper Award, TMS Algarve 2013 –Tourism and Management Studies, International Conference”, “Premio Extraordinario de Doctorado 2006/2007”, y “Premio a la Mejor Ponencia ámbito de la Administración Pública, Jornadas Hispano Lusas de Gestión, 2017”. Ha publicado, entre otras, en Journal of Business Research, International Journal of Electronic Government Research y Psychology & Marketing.

Manuel Manuel Rey-Moreno, Universidad de Sevilla

Doctor en Ciencias Económicas y Empresariales por la Universidad de Sevilla (US). Catedrático de Escuela Universitaria (Administración de Empresas y Marketing). Ha trabajado en más de 20 proyectos de I+D, varios como Investigador Principal. Ha sido Director de la Escuela de Empresariales (US), Vicepresidente y Director Gerente del Consorcio Turismo de Sevilla, Coordinador General y Delegado de Urbanismo del Ayuntamiento de Sevilla. Más de treinta papers en revistas científicas, entre ellas, Management Decision, Service Industries Journal, Journal of Business Research, International Journal of Electronic Government Research y Psychology & Marketing. Actualmente Director de la Cátedra Metropol Parasol (US).

Benito Pérez-González, Universidad Isabel I

Licenciado en Ciencias Económicas y Empresariales y Doctor en Economía. Durante diez años desarrolla su carrera profesional en Ernst & Young, dos de ellos en París. Posteriormente trabajó en consultoría de marketing y en gestión y docencia universitaria. Coordinador y profesor en la Universidad Isabel I. Numerosas publicaciones en revistas de impacto, publica habitualmente artículos de divulgación en medios de tirada nacional. 2.º Premio Prácticas Excelentes Docentes de la UCJC (2010). En 2013 fue presidente del Congreso Iberoamericano de Economía del Deporte de Madrid, y desde 2014 es vicepresidente del Círculo de Gestores Deportivos de Madrid.

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