Personalization and Trust in Empowering Customers to Achieve E-Government Success

Abstract

Objective: The aim of this study is to examine the impact of personalization and trust on customer empowerment and the subsequent success of e-government in knowledge-based companies in Tehran Province.   Methodology: This descriptive-analytical study used a structured questionnaire distributed among senior, middle, and operational managers in knowledge-based companies. A total of 350 questionnaires were completed. Face and content validity were assessed using expert judgment (CVR and CVI), and reliability was confirmed via Cronbach's alpha. Data were analyzed using SPSS-25 and AMOS-24 through covariance-based structural equation modeling (CB-SEM).   Findings: Results indicated that personalization significantly and positively affects both trust and customer empowerment. Trust also has a significant positive impact on empowerment. Empowerment, in turn, directly and significantly contributes to e-government success. Indirect effects of personalization and trust on success, mediated by empowerment, were also confirmed. The conceptual model showed good fit based on multiple goodness-of-fit indices.   Conclusion: Customer empowerment driven by personalized services and strengthened trust plays a crucial role in the success of e-government initiatives. By fostering customer-centered strategies and trust-building environments, organizations can enhance innovation, satisfaction, and operational effectiveness in public service delivery.