Report for the State Services Commission by UMR Research. Published March 2011.

The Executive Summary is published below.
See the full report here (PDF 456.4k). See also Frequently Asked Questions (PDF 24.2)

Executive Summary

The State Services Commission commissioned research to identify the key drivers of satisfaction with public services delivered online, whether it was for obtaining information or carrying out a transaction. The results showed that two of the five drivers in each of these categories were the same. These are highlighted in the table below with their relative contributions to overall satisfaction with the public service website.

Key Drivers for Obtaining Information

Key Drivers for Transacting

   

    The service experience met my expectations (30%)

    The service experience met your expectations (28%)

    I was satisfied with the time it took to do what I wanted to do (23%)

    Overall, I was satisfied with the accessibility of the website (23%)

    It was easy to find my way around the site (17%)

    It's an example of good value for tax dollars spent (21%)

    It's an example of good value for tax dollars spent (16%)

    When I got to the site it was easy to find what I was looking for (14%)

    The lay-out was clear (13%)

    The process was straightforward and easy to understand (14%)

The most important driver for both 'Obtaining information' and 'Transacting' on public service websites is "The service experience met my expectations". This is also the key driver for overall satisfaction with public services as reported in the Kiwis Count 2009 report. Qualitative research helped to understand how respondents interpreted this driver in the two scenarios of Obtaining Information and Transacting.

Obtaining Information

Transacting

- Information sought being easy and quick to obtain

- Hoping to be able to do what they wanted to do as quickly as possible to save time, but also being apprehensive that it would be difficult and time-consuming

- Concerns about not being able to get to the right site to do what they wanted or feeling the need to ask someone for help

- The website was expected to be factual and serious as opposed to 'fun'

    - Transaction forms being easy to access, understand and complete

    - Confirmation of the completion of the transaction

    - Need for the information provided to be confidential and that their privacy is assured, that is, their information is not shared. Government websites tended to be implicitly trusted to meet those expectations.

"It's an example of good value for tax dollars spent" is a driver for both 'Obtaining information' and 'Transacting' on public service websites. It is also one of the drivers for overall satisfaction with public services as reported in the Kiwis Count 2009 report. Respondents in the qualitative research did not specifically mention this driver.

The most commonly visited websites for both Obtaining Information and Transaction are shown below.

Obtaining Information

Transacting

   

    98% of all respondents visited public service websites in the last 12 months to obtain information.

    68% of all respondents visited public service websites in the last 12 months for any transaction purposes.

    The most popular websites visited were:

    - Inland Revenue

    - Local library

    - Local council

    - New Zealand Transport Agency

    The most popular websites visited were:

    - Inland Revenue

    - New Zealand Transport Agency

    - Local library

    - Local council

    68% of the respondents mentioned that they had most recently visited the website for personal reasons.

    78% of the respondents mentioned that they had most recently visited the website for personal reasons.

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