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Personalization Strategies Implementation for Malaysian M-Government Services
Objectives: The purpose of this study was to examine citizens’ level of use towards m-Government services and to suggest the personalization strategies that help the government to provide better services to the citizens. Methods/Statistical Analysis: The survey method was obtained in this study to know the level of used m-Government among citizens and to know the user’s needs/interest towards m-government services. For data collection purposes, 200 questionnaires were distributed to respondent who have used m-Government services at five selected agencies which are JPN, JPA, KPDNKK, MOE and MPM. Findings: With the increasing rate of services offered by the government annually, it makes it difficult for citizens to find the appropriate services based on their needs. Personalization is one of the alternative solutions to deliver the right services to citizens and can reduce the information overload problems. From the analysis undertaken, it was found that the levels of use of m-Government services are encouraging but most respondents utilized only one service in each transaction. They also do not know what services that are appropriate for them and tailor to their needs and requirements. The results also indicated that the highest use of m-Government is among younger generation, where it provides an effective way to reach out to people in all areas and enables them to obtain information easier. Application/Improvements: Finally, the government should take immediate steps to provide the personalization strategies to encourage the usage of m-Government services among citizens.
m-Government, Mobile Technology, Personalization, User Need.
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