This article describes the trend of personalization in electronic service delivery, with a special focus on municipal electronic service delivery in the Netherlands. Personalization of electronic services refers to the one-to-one citizen orientation using authentication, profiling and customization techniques. The percentage of Dutch municipalities offering services through personalized electronic counters has increased from 14% (2006) to 28% (2009). Using binary logistic regression analyses of 2008 survey data, it is concluded that personalization is positively associated with size of municipalities but not with e-government and policy innovation statements, nor with explicit political responsibility with respect to e-government development. Based on these findings, alternative explanations for the adoption and diffusion of personalized e-government services are suggested. Copyright

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Keywords Dutch municipalities, IT diffusion, e-government, personalization
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Journal International Journal of Electronic Government Research
Note Accepted Author Manuscript
Homburg, V.M.F, & Dijkshoorn, A.J.D. (2011). Diffusion of personalized e-government services among Dutch municipalities: An empirical investigation and explanation. International Journal of Electronic Government Research, 7(3), 21–37. doi:10.4018/jegr.2011070102