Work

Enhancing public service delivery through adaptive multichannel management in Northern Tunisia

Year: 2025

Type: article

Abstract: This study investigates how citizens in Northern Tunisia engage with public services through a multichannel management (MCM) framework, integrating both digital and traditional channels. Drawing on survey data from the Beja governorate, it examines how demographic factors, task complexity, and digital access influence citizens’ channel choices. Findings reveal that while digital tools are widely available, offline channels remain dominant due to trust, usability concerns, and cultural preferences. Online platforms are primarily used for information-seeking, whereas face-to-face interactions are preferred for complex or high-stakes tasks. The study challenges assumptions of automatic digital migration, highlighting the need for context-sensitive, inclusive service strategies. It contributes to the literature by situating channel behavior within a North African context, offering empirical insights that expand multichannel governance theories beyond the Global North.

Source: Cogent Social Sciences

DOI: 10.1080/23311886.2025.2495189

Authors: Akram Jabri, Mokbul Morshed Ahmad

Institution: Asian Institute of Technology

Language: English

Topic: E-Government and Public Services

Subfield: Political Science and International Relations

Field: Social Sciences

Domain: Social Sciences

SDGs: Peace, justice, and strong institutions, Industry, innovation and infrastructure, Reduced inequalities

Open Access status: gold

Estimated APC paid: $1,165