EXPLORING DIGITAL PUBLIC SERVICE THROUGH PUBLIC SERVICE LOGIC PERSPECTIVE: EVIDENCE FROM HEC PAKISTAN

Abstract

During last century, most of the government around globe has initiated digital transformation of public service primarily for enhancing public service delivery, especially in developing nations where conventional bureaucratic structures frequently hamper efficiency and effectiveness. Utilizing the nexus between Public Service Logic (PSL) and the Technology Acceptance Model (TAM), this research investigates the role of citizen feedback in enhancing digital public services, specifically through the case study of the Higher Education Commission (HEC) of Pakistan’s degree attestation system. The study is based on qualitative data derived from user interviews and online feedback to compare citizen experiences with digital and walk-in attestation services and also explore whether their experiences can add to any other user experience or not. The results indicate that digital system is better than the traditional walk-in process, which is still linked to delays and administrative frustration. The study does not find evidence of formal co-production or co-design; however, it illustrates that citizen feedback serves as an indirect yet significant contribution to public value creation by guiding future service enhancements and influencing user expectations. The study augments digital governance literature by positioning citizen feedback within a PSL framework, demonstrating that public value can develop incrementally through feedback loops rather than solely through fully institutionalized co-creation mechanisms. The results provide actionable insights for public service providers aiming to progress from basic digitization to enhanced citizen-centric service delivery.