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Study on Customers Satisfaction on eGovernment

In line with the implementation requirements of Bahrain's eGovernment strategy (PDF, 6.9MB, 20 pages), the Information & eGovernment Authority has conducted comprehensive studies to identify the indexes level of the customers satisfaction, eGovernment transformation, awareness about eServices and assessment of eGovernment influence among the public, in addition to evaluation of citizens awareness on the eGovernment's services, major services they utilized and their assessment of the services.

The studies has also aimed to know the most important problems and hindrance that prevent citizens from using the eGovernment's services to finally assess their satisfaction on these services towards realization of Bahrain Vision 2030.

Customer Satisfaction on the Identity card service centers 2017

Average satisfaction measure of ID card services utilized through these centers 2017 Result: 73% ( 80.2% Muharraq- Arad Seef mall, 64.5% Central Informatics Organization)


Summary of Customer Satisfaction Studies Conducted in 2017

As results of the annual Customer Satisfaction studies in which iGA is assigning University of Bahrain UOB Research department to conduct it, the satisfaction studies consist of two studies as the following:

1) Descriptive Customer Satisfaction Study (CS): It is the average satisfaction measure of residents, Business and Government on eGovernment Channels and eServices utilized through these channels. 2017 Result: 77.3% (80% Residents, 76% Business and 76% Government employees)

2) Satisfaction Index (CSI): It is a satisfaction benchmark of eServices categories (education services, payment services, Utilities, etc.) and it is comparable with the international levels. The measurement is based on American Customer Satisfaction Index Model which is calculated scientifically using the model and it is based on cause and effect relationship. 2017 Result: The international average is 75 and Bahrain index is 74. It is stable during the past years and expected to be same in coming years. Which one to take for the Strategy? Since the strategy is specifying “index” we used to take the CSI. However, in last meeting with UOB, the management has discussed that the CS is more reflective on the actual customer satisfaction response to be considered and communicated while the CSI is very important for iGA to identify the area of developments.

Summary of Customer Satisfaction Studies Conducted in 2016

As part of the eGovernment Strategy, the Information and eGovernment Authority has engaged University of Bahrain (UOB) to carry out the 2016 Customer Satisfaction study on the eService and channels provided to the constituents.  The survey was conducted in collaboration and engagement with University of Bahrain (UOB) experts and researchers for the third consecutive year as a mean to ensure reliability, professionalism and transparency.

Three different surveys were conducted for each targeted category; individuals (citizens and residents), businesses (Business owners and employees) as well as government employees - from all regions of Bahrain, considering the various demographic differences. The respondent sample selected randomly consisting of 1840 respondents for Individuals, 230 for Business and 257 for Government.  

Descriptive approach used to measure the Awareness levels, Usage levels and Satisfaction level of the eGovernment program and Channels for all stakeholders; in addition, an International Benchmark approach was applied to measure the overall customer satisfaction using the American Customer Satisfaction (ACSI) Model. Data for the study collected through face-to-face interviews, phone calls, and e-mails & SMS.

 

Key Findings

The study revealed that the overall awareness level for the eGovernment program have reached 90% compared with 89% in 2014. The eGovernment National Portal awareness have been indicated by 69% of the sample studied, which is the highest percentage of awareness among all eGovernment channels in this survey, followed by the Mobile applications 46%. Majority of respondent sample (55%) has indicated that Social media is the main source of awareness (Figure1).

eGovernment Program and Channels Awareness

Figure 1: eGovernment Program and Channels Awareness

 

The study have shown also an increase in usage where 89% of the respondent sample revealed that they have used the channels they are aware of, which is an increase compared to 82% back in the 2014 study. Considering each of the eGovernment channels, 83% of the respondent sample revealed they use the National Portal, 74% of the same sample revealed they use the eGovernment Mobile Applications, 65% used the eGovernment eKiosk and 57% used the National Contact Center - noting that of those aware are using one or more of the eGovernment channels (Figure 2). 

eGovernment Channels Usage

Figure 2: eGovernment Channels Usage

 

There was a notable increase in customer satisfaction level of eGovernment channels compared to 2014. The overall satisfaction of the respondents in the sample study the eGovernment program was 73% compared to 59% in the 2014 study.  For Individuals, the level of satisfaction of the eGovernment National Portal was 75%, which is the highest percentage of satisfaction among all the eGovernment Channels in this survey, followed by the eGovernment Kiosk 74%, Mobile Applications 73%, and the National Contact Center by 71%. It is worth mentioning that the increase in eKiosk satisfaction is due to the introduction of the revamped eGovernment eKiosk launched in April 2016 (Figure 3).

eGovernment Program and Channels Satisfaction

Figure 3: eGovernment Program and Channels Satisfaction

 

The study also covered a dedicated survey for a number of eGovernment eServices, which assumed to be the most relevant eServices to the specific stakeholder. Therefore, the sample used for each stakeholder was from the actual targeted group to ensure the validity and reliability of the sample, which been selected randomly from the target group. Results of the surveys revealed that the average awareness level of all stakeholders in the study reached 77%, out of them; usage of the eServices was 75%, whereas the satisfaction level of these eServices reached 83% on average (Figure 4).

Relevant eServices Results

Figure 4: Relevant eServices Results

 

In overall, the research studied the satisfaction index, which is used for international benchmarking using the American Customer Satisfaction Index (ACSI) model. According to the collected data in the study, the Customer Satisfaction Index (CSI) measure in 2016 survey reached to a score of 74 on the Bahrain Customer Satisfaction Index (BHCSI) – approaching the global benchmark of 75.

Bahrain Customer Satisfaction Index (BCSI)

Figure 5: Bahrain Customer Satisfaction Index (BCSI)

 

Summary of Customer Satisfaction Studies Conducted in 2014

The latest Bahrain Customer Satisfaction Index (BHCSI) is the first model in the region designed based on international standards for government services. The study was carried-out in collaboration with the University of Bahrain as a mean to maintain professionalism and transparency.

The survey was conducted on 2,800 respondents varied from individuals (citizens and residents), businesses (commercial and industrial) as well as government employees - from all regions of Bahrain, with various levels of income and educational background.

The study included a survey on customer satisfaction, awareness  level of the eGovernment services, services’ impact on stakeholders as well as the level of interaction with governmental entities – all measured through a comprehensive questionnaire. The questionnaire consists of three categories for customers – individuals, government and business, this came as part of the National eGovernment Strategy 2016 requirements. 

The study revealed that in the individuals category; 71% of the respondents stated that the eGovernment reduced the time required in completing a service, 75% of them believed that it reduces material costs, while 75% agreed that the positive influence of government institutions have improved. Moreover, 74% of the respondents stated that the eGovernment program enabled government entities to provide their services with professionalism and 77% believed it reveals a shift to digital society as well as empowers people with disabilities - as stated by 75% of the audience.

 

Individual impact

Figure 1: eGovernment impact, Individual impact 

eGovernment impact, economical impactFigure 2: eGovernment impact, economical impact 

 

eGovernment impact, social impact

Figure 3: eGovernment impact, social impact 
 

The study also compared both gender’s level of interaction and awareness in regards to eServices. The results reflected the eGovernment’s encouragement to urge equal opportunities for women, enabling them to effortlessly complete all government-related work.

The Information & eGovernment Authority is highly keen on taking citizens’ opinions into consideration as well as operating in accordance. This year’s strategy was developed using various methods, the authority opted for a more neutral, non-profit and professional manner to conduct the study that contributes to the improvement of services. Additionally, work on KPIs that can be measured periodically as a unified model, supporting global standards and is able to be utilized in the upcoming years.

The results of the study also disclosed that the level of awareness of eServices is high, accounting to an average of 89.1% ratio for all types of customers - 86.1% individuals, 90% businesses, and 91.2% government – however, the difference was in the choice of channels citizens opted for ranged between 45% and 85%. 

Overall Awareness per Category

Figure 4: Overall Awareness per Category

Furthermore, an average of 82.3% was reflected on citizens’ high-level eService usage (78% individuals, 86% businesses, 83% government); despite the need for developing a number of channels according to the results shown in regards to citizens level of satisfaction with each channel.  Overall Usage of eGovernment per Category

Figure 5: Overall Usage of eGovernment per Category

 

According to credible results from researchers at the University of Bahrain, the Kingdom of Bahrain managed to achieve 79.4 on BHCSI - exceeding the global benchmark of 70 for the business category. 

 

Summary of Customer Satisfaction Studies Conducted in 2013

The Information & eGovernment Authority (iGA) appointed Ernst & Young in 2013 to conduct a specialized study of measuring the public’s knowledge and satisfaction of the eGovernment program.

The study aimed at establishing a base to measure the development of customer satisfaction, as well as meet customer awareness & opinions towards the eGovernment services & channels. Over 1,600 of individuals (citizens and residents), businesses (commercial and industrial) as well as government sector - from all regions of Bahrain, with various levels of income and education background were involved in this study.

The study is an essential part of iGA’s efforts in applying the methodology of public satisfaction on regular basis. It allows the authority to apply quality and administrative excellence standards under the basis of its commitment to activate the communication and cooperation with associates and government departments in order to achieve integration amongst all.

The results obtained from the recent study showed that the rate of satisfaction in the ‘Awareness of eGovernment’ program amounted to 79% for individuals compared to 76% in 2012; 98% for the business sector up from 93%, and the government sector figure rose up from 97% in 2012 to 98% now.

The study revealed a set of results in the area of ‘Transformation to eGovernment’ index which indicated that the level of eTransformation index has increased compared to last year. The index rose from 78% in 2012 to 86% this year for individuals, 81% in 2012 to 82% in 2013; within the business sector, and in the field of public sector the ratio also rose from 72% to 83%. This indicator, is measured based on a number of indicators such as efficiency in the provision of eServices; quality of provided eServices; increase in the capacity of government employees; ability to offer eServices; accounting and enhancing transparency; as well as automating government procedures, processes and private sector participation.

As for ‘eGovernment Customer Satisfaction’ index, it is also measured based on a number of indicators such as awareness of provided eServices, easy access to government services, use of eServices, time and cost saving for customers when using online eServices, quality of eServices, satisfaction of utilization, as well as customer attitude towards the government. This indicator has not changed from 80% within the two years of 2012 and 2013 for the individual sector, but has increased from 77% to 80% for businesses.

The study revealed that the most-used eService by individuals comprised of Smart Card Appointment, Pay Electricity and Water Bills, Payment of Traffic Contraventions as well as the telecommunication services. The most commonly-used eServices by the business sector included Renewal of Commercial Registration License, Bahrain Laws, and eVisa services.

The next stage will introduce focused training and capacity-building programs for government employees, so as to increase the amount of the transition to eGovernment. iGA will also implement eService awareness and educational campaigns to increase public’s knowledge. This report will also be followed by another study - to be conducted at the end of the year.

Summary of the Customers Satisfaction Studies Conducted in 2010

In 2010, The eGovernment Authority conducted comprehensive studies through Nielsen Global Company. About 2,600 people from all over Bahrain and from diverse standards participated in this study which included 1,500 personal interviews, and 1000 telephone interviews.

The study showed that the “awareness level of eGovernment Services” in individuals sector has increased to 79%, in comparison to last year’s level which reached 74%. Similar to last year’s result, the awareness level of the government sector has stayed at 99%. On the other hand, the business sector’s awareness level has slightly dropped to 97% as it reached 98% last year. As for the “usage of eServices”, in the individuals sector it increased from 40% to 61%. The same goes for the government sector, as it increased from 75% to 86%. However in the business sector the rate decreased from 94% to 80% this year. As for the “awareness of eGovernment Portal address”, individuals sector awareness has decreased from 80% to 75%, business sector awareness has decreased from 91% to 78%, and the awareness level in the government sector has increased from 92% to 98%.

The Government Transformation Index (GTI) was measured by several indicators: competence and quality of eServices, increasing the capabilities of Government employees, the ability to deliver eServices, accountability and transparency, automation of government processes and procedures, and the participation of the private sector. By taking all indicators into consideration, GTI was shown to have increased for the individual’s sector reaching 79% in comparison to 70% last year, 89% in the business sector after reaching 74% last year, and 72% for the government sector in comparison to last year’s 62%.

As for the Customer Satisfaction Index (CSI), it was measured by several indicators such as: awareness of electronic services, accessibility of government services, usage of eServices, time and costs saved by using eServices, quality of eServices, satisfaction levels of using eServices, transformation to eGovernment. The CSI has shown an increase in both the individual’s sector; which reached 92% in comparison to last years’ 85%, and the business sector which increased from 84% to 93%. On the other hand, the government sector witnessed a decrease from 79% to 70% for this year.

Furthermore, the conducted studies showed that the most frequently used eServices by individuals and the government sector are: Pay Electricity & Water Bill, Smart Card Appointment, Payment of Traffic Contraventions, and Flight Information. On the other hand, for the business sector, the results showed that the most used services were: Apply for an eVisa, Renewal of Commercial Registration License, and Check status of eVisa.

Summary of the Customers Satisfaction Study Conducted in 2009

During the months of April and May 2009, Informatics & eGovernment Authority conducted a study through Nielsen Global Company wherein 2,500 people of different income and education were investigated including citizens, residents, people from industrial, business and public sectors from all parts of Bahrain.

1,700 face-to-face interviews were conducted with individuals, business sector and government employees. 400 interviews were conducted via phone with the users of eServices channels (the eGovernment's portal and the national call centre).

The study showed that “awareness about eGovernment services” has significantly increased in the individuals sector from 25% in 2008 to 74% in 2009. The same goes for the business sector where it increased from 67.5 to 98% and in the government sector it has increased from 71% to 99%. “Utilization of eServices” among individuals has increased from 7% in 2008 to 40%, in business sector it has increased from 43% to 94%. Government employees' eServices utilization was not covered in 2008 study, but it reached 75% in 2009.

As for the “awareness on eGovernment portal address”, the first study conducted in 2008 indicated that only about a quarter of respondents remembered and recalled the address of eGovernment portal on the Internet, therefore on the basis of the recommendations of the study, we have modified the website's address to more user-friendly and recallable address, doing so we could increase the awareness on eGovernment portal address from 25% to 80% among individuals sector, to 91% among business sector and to 92% among government employees sector.

Summary of the Customers Satisfaction Study Conducted in 2008

In the year 2008 after one year of the launch of eGovernment's program, the Informatics & eGovernment Authority conducted a study to rest a foundation for assessment of customer's satisfaction and to identify their awareness and opinions towards the eGovernment services. 1,662 people of different income and education were investigated including citizens, residents, people from industrial, business and public sectors from all parts of Bahrain.

The study showed that only 25% of the people knew that eGovernment provides some services online. Only 7% utilized the eGovernment services. Most of the respondents (60%) who did not use eGovernment services, attributed the reason to their lack of familiarity with the eGovernment Portal's address.

The study demonstrated that a lot of the public were not acquainted with the eGovernment services due to difficulty of the website address www.e.gov.bh; therefore the eGovernment Authority adopted easier address for the eGovernment portal according to the public choice that is www.bahrain.bh which has been marketed by a comprehensive media campaign.