شخصی سازی در بخش دولتی: فهرستی از موانع سازمانی و کاربری نسبت به شخصی سازی خدمات الکترونیکی در بخش دولتی

The public sector more and more deploys personalized e-government services. Personalization offers great opportunities to make communication more effective and efficient, to infer and predict citizens' behavior and to even influence behavior. However, some drawbacks must be considered. Important organizational barriers hinder the implementation of personalized e-government services and important user obstacles, such as access, trust, control, and privacy, have to be overcome to make fruitful use of those personalized e-government services.

Personalized electronic government services (in here referred to as “personalized e-gov. services”) are supposed to give public organizations tremendous possibilities for their e-government strategies. Fully personalized e-government portals, for example, should provide citizens with exactly those services they need, supposedly increasing citizen satisfaction levels. A personalized e-gov. service helps in making communication more effective and efficient, inferring and predicting citizens' behavior and even influencing it, in order to make citizens abide by the law. However, governments face a number of obstacles when engaging in personalization. This paper tries to give an overview of the most important obstacles for personalization as they appear from theory and practice, empirical studies and real-world examples. We divide the obstacles in two categories: organizational obstacles and user obstacles. The organizational obstacles are the internal obstacles governments have to deal with while implementing personalized electronic government services. The user obstacles are the obstacles user face when engaging in personalized e-services. Governments should have an interest in taking away user obstacles for all citizens. First reason for this is the fact that personalized services in its potency can help achieving specific organizational goals that are very interesting to governments. The second reason is even more important. In contrast to private organizations, governments have to treat each citizen on an equal basis. Businesses can afford to simply ignore less-valued customers. Governments cannot make this decision and should therefore put considerable effort in taking away the user obstacles. This article is organized in four sections. First the concepts of personalization are discussed in more detail and some potential benefits are discussed. The second section discusses the organizational obstacles, whereas the third section focuses on the user obstacles. In the final section of the paper, some conclusions will be drawn and suggestions for future research will be given.