Enhancing public service delivery through adaptive multichannel management in Northern Tunisia

This study investigates how citizens in Northern Tunisia engage with public services through a multichannel management (MCM) framework, integrating both digital and traditional channels. Drawing on survey data from the Beja governorate, it examines how demographic factors, task complexity, and digital access influence citizens’ channel choices. Findings reveal that while digital tools are widely available, offline channels remain dominant due to trust, usability concerns, and cultural preferences. Online platforms are primarily used for information-seeking, whereas face-to-face interactions are preferred for complex or high-stakes tasks. The study challenges assumptions of automatic digital migration, highlighting the need for context-sensitive, inclusive service strategies. It contributes to the literature by situating channel behavior within a North African context, offering empirical insights that expand multichannel governance theories beyond the Global North.