3.4 Co‐creation of value
Kamalia Azma Kamaruddin, Ariza Nordin and Nor Laila Md Noor
In the technological era that we live in today, customers are not just consumers of services but they are fully ready to cooperate with service provider to co‐create value( Adeleke and AbdulRahman 2011), which in turn will give benefits to them. According to Vargo and Akaka( 2009), co‐creation of value suggests“ there can be no value without the customer incorporating the firm offering into his or her own life”. This represents the service‐dominant logic concept( FP6), where value creation is interactional, not optional but always co‐created( Vargo and Akaka 2009; Vargo and Lusch 2008). In government services, it means creating and constantly improving and diversifying services together with those who are serviced. There is a growing need to engage citizens directly in the design, implementation and operation of services for public usage as neither government nor citizens have enough resources such as time, knowledge, will and effort to solve problem on their own. Co‐creation will empower citizen by helping them to turn ' into active, independent, competent members of society’( Heeks 2006). Allowing citizens to self‐create simple ad‐hoc services that are tailored on their specific needs, manage their own identity online and tag, assess and rank content according to their own preference are examples of value co‐creation that can be inculcated in citizen‐centric transformational government.
We argue that the relationships between the constructs are in a linear process where a stage progresses straight to another, and has a starting point and an ending point. By providing transparent services and open data, government is encouraging more demand for citizen‐driven services to be provided by public sector agencies and third party stakeholders, thus this will invite citizen’ s participation in government’ s operation and decision‐making, which in turn will yield value co‐creation. To prove the dynamism, the author will further test the hypotheses empirically in future work.
4. Conclusions and future works
To help build a foundation for analyzing transformational government requirements, this paper has provided a conceptual model for characterizing citizen‐centricity at its basic form so as to bring order to the diffusion of loose terms currently in use in both the popular and academic literature. By presenting a table of transformational government characteristics, a citizen‐centric demand model for transformational government is derived and its components are discussed. The intent of this model is to help public administrators and researchers to better understand the concept of citizen‐centricity, which will guide implementation of transformational government application. This study is a part of larger research and can be characterized as being in the domain of Information systems, specifically addressing transformational government applications development. Future empirical research will examine the validity and precision of the model, which is collected and constructed based on literature analysis and so subject to further improvement as the research mature. Empirical data will be collected using questionnaire survey to citizens and related non‐government organizations, and face‐to‐face interview with government officers and systems developers to validate the constructs of model. Data collected will be analyzed using an analysis strategy that classifies collected data from both citizens and government perspectives. More work is also needed in aligning and integrating the citizen‐centric demand model into the research ' s broader framework, which includes the organizational and technological components. In the end, a requirements framework for transformational government applications will be proposed as an artifact of the research. The contribution to knowledge in the field of information systems, made by this research, comes from the provision of a model for citizen‐centric demand for t‐government and a requirements framework for transformational government applications. This framework can be used for designing and delivering an effective program of technology‐enabled change in local governments of developing countries. A guided implementation of transformational government applications is expected with the use of the requirements framework.
References
Adeleke, I. A. and Abdulrahman, A.( 2011) " Co‐Creation Of Value: Applying The Paradigm To Government E‐Service," Proceedings of 2011 International Conference on Research and Innovation in Information Systems, Kuala Lumpur, Malaysia, November.
Al‐Khouri, A. M.( 2011) " An Innovative Approach For E‐Government Transformation," International Journal Of Managing Value And Supply Chains, Vol 2, No. 1, pp 22 – 43.
Al‐Azri, A., Al‐Salti, Z., and Al Karaghouli, W.( 2010) " The successful implementation of e‐government transformation: a case study in Oman," [ online ], Retrieved from: http:// www. iseing. org / emcis / EMCIS2010 / Proceedings / Accepted % 20Refereed % 20Papers / C63. pdf
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