Critical Success Factors of E-Government Services in Developing Countries (A Case Study of NADRA Pak-Identity Service)

Abstract

The aim of this study is to assess the perceived behavior of customers toward ‘Pak identity service’ by "National Database and Registration Authority" NADRA. Specifically, the citizens’ perception regarding the newly offered e-government service (Pak-identity) will be measured in terms of navigation, personalization, and design as independent constructs in the current study. Methodology: To identify factors influencing customer e-loyalty, quantitative, questionnaire-based survey strategy will be followed as it helps to understand citizens’ perceptions and behavior. On the basis of random sampling, the sample size of 383 was analyzed to align with the purpose of the study. Moreover, the scale was adapted in sustaining credibility and validity. Value: In terms of e-service evaluation in the country. The current study is unique as it is addressing the attributes regarding the quality of web-service for the citizens to improve its adoption and acceptance in the society. Finding: The result of this study revealed that how website design, navigation, and customization have an important role in the evaluation of customer intention to revisit. Specifically, the design is the strongest predictor of the citizen’s behavior and adoption intentions, which is being followed by the navigation and the personalization / customization facilities.

Keywords: E-service, Pakistan, Website design, personalization, customization, NADRA, e-loyalty, Pak Identity.