User satisfaction of the mySMS service: A value co-creation approach

Malaysian Government SMS Gateway (mySMS) is one of the government initiatives to broadcast channels of government services to the citizens. This service allows the citizens to obtain government services through an SMS with easy and simple access through a single number 15888. Since the service provided by the different agencies is for citizen consumption, it is imperative that the effectiveness of the mySMS service is evaluated from the perspective of the consumer of the services. To this end the concept of value co-creation as proposed by the service science community is important. This is so because, the consumer is the one who determines the value that he/she experienced from the service. However, based on literature research, although there are a variety of tools that can be used to measure user satisfaction and effectiveness, it was discovered that these tools do not include the element of value co-creation as part of the constructs. Thus, by analyzing and defining mySMS users´ needs and values, this paper will describe a novel user satisfaction model that will combine the elements of the traditional user satisfaction models with the value co-creation concept. Indicators extracted from this model formed the basis of a questionnaire that can be used to evaluate the effectiveness of the mySMS service.