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Public Multichannel Management – an Integrated Framework of Off- and Online Multichannel Government Services

Author

Listed:
  • Bernd W. Wirtz

    (German University of Administrative Sciences Speyer)

  • Paul F. Langer

    (German Research Institute for Public Administration Speyer)

Abstract

Government institutions have introduced multichannel environments over time following trends and technological innovations. These public multichannel environments often neglect specific channel characteristics and potentials and thus miss the opportunity to make full use of a strategic channel integration and combination with a focus on customer value creation. This study offers a systematic approach to establish an integrated public multichannel system not only taking into account user preferences, habits and their environment, but also the respective channel issuer and the characteristics of channels and public interfaces. Against this background, the study presents a systematic approach to expand services and channels according to their capacities, and provides academics and practitioners with a framework on public multichannel strategies.

Suggested Citation

  • Bernd W. Wirtz & Paul F. Langer, 2017. "Public Multichannel Management – an Integrated Framework of Off- and Online Multichannel Government Services," Public Organization Review, Springer, vol. 17(4), pages 563-580, December.
    • Handle: RePEc:kap:porgrv:v:17:y:2017:i:4:d:10.1007_s11115-016-0356-0
    DOI: 10.1007/s11115-016-0356-0
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    References listed on IDEAS

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    3. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
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    Cited by:

    1. Jim Secka & Joanna Wisniewska & Ibrahim Ismailov, 2023. "Digitizing Public Institutions on the Example of the National Water and Electricity Company (NAWEC) of Gambia," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 973-987.
    2. Patrícia Janošková & Filip Bajza & Katarína Repková-Štofková & Zuzana Štofková & Erika Loučanová, 2024. "Business Models of Public Smart Services for Sustainable Development," Sustainability, MDPI, vol. 16(17), pages 1-36, August.
    3. Safarov, Nuriiar, 2021. "Personal experiences of digital public services access and use: Older migrants’ digital choices," Technology in Society, Elsevier, vol. 66(C).
    4. Bernd W. Wirtz & Wilhelm M. Müller & Florian W. Schmidt, 2021. "Digital Public Services in Smart Cities – an Empirical Analysis of Lead User Preferences," Public Organization Review, Springer, vol. 21(2), pages 299-315, June.

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