The transformative power of recommender systems in enhancing citizens’ satisfaction: Evidence from the Moroccan public sector
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Author(s)Ouissale El GharbaouiLink to ORCID Index: https://orcid.org/0009-0002-3943-5100
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Hayat El BoukhariLink to ORCID Index: https://orcid.org/0009-0004-6829-6204
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Abdelkader SalmiLink to ORCID Index: https://orcid.org/0009-0007-8964-9904
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DOIhttp://dx.doi.org/10.21511/im.20(3).2024.18
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Article InfoVolume 20 2024, Issue #3, pp. 224-236
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Creative Commons Attribution 4.0 International License
The study aims to specifically evaluate the potential impact of implementing AI-powered recommender systems on citizen satisfaction within Moroccan public services. As part of its ambitious digital transformation, Morocco is integrating digital technologies into its public sector to enhance service delivery. Recommender systems, by providing personalized, timely, and relevant recommendations, are hypothesized to significantly increase citizens’ satisfaction and transform public service delivery. The study highlights a comprehensive model that captures the complex and interrelated factors influencing recommender system success. This model was tested using Smart PLS (Partial Least Squares) on data collected from a diverse sample of 157 Moroccan citizens. These participants were randomly selected from various demographics and regions to represent the general population’s perspectives on the future implementation of AI-powered recommender systems in public services. The survey tested three hypotheses: the positive relationship between the potential use of recommender systems and anticipated citizen satisfaction (supported; b = 0.694, p = 0.000, t = 21.214), the impact of trust in AI-powered recommender systems on anticipated citizens’ satisfaction (supported; b = 0.543, p = 0.000, t = 14.230) ; and the moderating effect of trust on AI-powered recommender systems showing a positive effect on anticipated satisfaction (supported; b = 0.154, p = 0.000, t = 4.907). These findings suggest that the future integration of AI-powered recommender systems into public services can enhance citizens’ satisfaction, particularly where there is high trust in the technology.
Acknowledgment
This paper is partly supported by Sidi Mohamed ben Abdellah University, Morocco.
- Keywords
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JEL Classification (Paper profile tab)H83, O33, M380
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References52
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Tables8
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Figures2
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- Figure 1. Research model
- Figure 2. Results of the conceptual model
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- Table 1. Sample distribution across gender and age
- Table 2. Age and qualification level distribution
- Table 3. Hypotheses testing
- Table 4. Standardized loadings, reliability, and validity
- Table 5. Fornell-Larcker criterion for discriminant validity
- Table 6. Standardized root mean squared residual
- Table 7. HTMT criterion test result
- Table A1. Use of recommender systems, trust in AI-powered recommender systems and citizens’ satisfactions measures
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Public finances, governance control and economic growth: a macroeconomic history approach
Ola Honningdal Grytten 
doi: http://dx.doi.org/10.21511/imfi.16(1).2019.15
Investment Management and Financial Innovations Volume 16, 2019 Issue #1 pp. 189-202 Views: 2554 Downloads: 499 TO CITE АНОТАЦІЯThe size of the public sector is an important tool in public governance. Public sector size may fuel both economic growth and political influence over the economy.
By compiling and processing data from different sources of public accounts the paper aims at mapping the development of key financial indicators for the Norwegian central government sector during the transition period from the mid 19th to the mid 20th century. The data enable us to give measures of the size of the public sector alone and compared to the overall economy.
It is found that the sector started its continuous growth before politicians deliberately started to increase the sector’s size of the total economy. The paper also finds that an increase of the public sector often, but not always, reflects political economy regimes. Persistent growth in public finances as a tool for economic policy making did not take place before the introduction of the social-democratic regime in 1935.
The paper also concludes that economic growth started before the growth in the public sector, suggesting that public sector growth might as well be a result of economic growth or vice versa. -
The development of talent management in Malaysian public sector: a comprehensive review
Sharmaine Sakthi Ananthan ,
Halimah Abdul Manaf ,
Mega Hidayati ,
Dian Suluh Kusuma Dewi
doi: http://dx.doi.org/10.21511/ppm.17(2).2019.18
Problems and Perspectives in Management Volume 17, 2019 Issue #2 pp. 242-253 Views: 2231 Downloads: 1120 TO CITE АНОТАЦІЯThe aim of this current study was to analyze recent development of talent management among public service managers in Malaysia. The study brings understanding on talent management and broader human capital issues within Malaysia context by analysing the comprehensive literature. Government of Malaysia is emphasizing on development of talent in the public sector, as it is the most significant resource for the public service. The study found that the government has invested in various programs and initiatives to develop and produce key talented human capital within the public sector. However, despite the initiatives taken by the government, Malaysia is still short of talented people and struggling to develop talent, and talented skilful people are leaving. The study also indicated that year after year increasing number of graduates are being produced at the public universities, but the education system is not producing the right skilful individuals for the particular position or task, resulting in talent mismatch. Another key issue is the incapability to retain talented people that led to poor innovation and creativity within the country. Is key issue is part of the factors discussed in the 10th and 11th Malaysia Plan, and is a concern, as it plays a role in preventing the progress of Malaysia in achieving a developed nation by 2020. As one of the key aspirations of Malaysia is to enrich public service in Malaysia as a citizen centre that is having talented human capital. The study revealed that there is a need for in-depth quantitative and qualitative further research to discover new insights on talent management and retain talent among the public sector managers in Malaysia.
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The role of content marketing in enhancing customer loyalty: an empirical study on private hospitals in Saudi Arabia
Ahmed Suhail Ajina
doi: http://dx.doi.org/10.21511/im.15(3).2019.06
Due to increasing competition in the private hospital sector in Saudi Arabia, the organizations need to adopt the new ways to foster the brand loyalty and repeated visits. In this context, content marketing may have pleasant effects on a business in terms of customer engagement, trust and loyalty. The present research attempts to investigate the multi-dimensional relationships among content marketing, loyalty, trust and customer engagement in the private hospital sector using primary data collected through a questionnaire from 400 randomly selected respondents. A simple random sampling technique is utilized to select the patients or their family members visiting the private hospital to have their perception regarding hypothesized variables. The findings indicate that content marketing has a positive impact on the factors like customer engagement, trust and loyalty. In comparison, content marketing is found more effective in persuading the loyalty of the customers in comparison of trust and loyalty. Further, the customers’ trust towards a brand has a strong positive relationship with the loyalty. Moreover, the positive effect of customer engagement on the trust has also been found. Based on the results, this study suggests that the private healthcare institutions should adopt a multi-channel content marketing approach to exploit its maximum benefit. Multiple social media platforms and popular healthcare blog sites should be chosen for an effective content marketing advertisement.
