Co-creation of value model for E-service system of Malaysian E-government using hermeneutic phenomenology approach

Abstract

Malaysian Government has placed high hopes 011 E-Service System (ESS) to facilitate Government to Citizen (G2C). ESS manages the operations in order to enhance a convenient lifestyle and most importantly to attract higher involvement of users. Previous studies have demonstrated remarkable dominant requirement of citizen in ESS context. Furthermore, investigations related to co-creation of ESS for G2C from end-user perspectives have been rarely explored in previous studies. Therefore, it is important to investigate co-creation of ESS for G2C. The aim of this study is to provide insight within the context of co-creation of ESS for G2C to understand the potential determinants that drive successful G2C implementation. This hermeneutic phenomenology case study integrates Co- Creation of Value with Activity Theory as theoretical fundamental in developing the Co-Creation of Value Model (COVA) of ESS for G2C Model. In Phase I, this research describes ESS study to identify common issues, followed with literature review analysis to analyse Co-Creation influences. In Phase II and Phase III, both focus group discussion and expert in depth interviews were conducted which involved twenty four end-users and seven experts of ESS through purposive sampling. Finally, in Phase XV the development of COVA model proceeds with expert validation. The result indicates loyalty and adaptability as enriching experience for end-users meanwhile provider’s value and approach serve as potential value for service provider as source for continual use of the ESS. In addition, the significant value for exchange and learning reduce to 30% of total service failure of ESS on the G2C dimension. Moreover, the Co-Creation factors will complement G2C service success especially in narrowing the gap between human and system.