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Over the past few years many governments around the world have engaged in various ICT-enabled transformational activities. This activity involves new process development, namely, in the rapid use of electronic governance for enhancing ways of government interaction with the most important entity, the citizen, in terms of providing various public services (Bekkers & Homburg, 2007; Verdegem & Verleye, 2009). In many sectors, including agriculture, government agencies face challenges on effective provision of public services to fulfill the rapidly changing needs of their citizens (Bertot & Jaeger, 2008; Ntaliani et al., 2009; Gamper & Augsten, 2003). Recently, user-centric e-government (electronic government) strategies have become popular for more citizen-driven approaches in service delivery (Verdegem & Verleye, 2009; McGovern, 2007). However, a citizen-driven approach in e-government involves many challenges beyond those dealing with citizens’ engagement and their active participation. Citizen-driven e-government must deal with the paradox of the critical interplaying roles between the end-user groups related to government service delivery. Studies on the interplaying roles of the stakeholders and their boundaries are still emerging and may be of increasing interest to researchers in the field of end-user computing for e-government. Bertot and Jaeger (2006) argue that user-centered e-government must be a priority for governments in order to improve the interactions between governments and citizens.
To address this growing call, the study identifies the requirement of the critical interplaying roles of the relevant end users for enhancing the interaction between government and citizens. The objective of this study is to outline a process of government extensional service delivery in an agricultural sector. The interplaying roles in the citizen-centric process are defined for the non-technical end-user groups such as government managers, extension professionals, and citizens in the e-government service creation and delivery. This study is informed through the tailorable design theory (Germonprez, Hovorka, & Collopy, 2007), and based on a solution model (Miah, 2009) in an agricultural solution development context. It is suggested that the equally significant end users’ role is not only paramount for improving government internal processes, but also for achieving citizens’ engagement in e-government rollout and its successive use (Luk, 2009; Jain & Kesar, 2008). The study undertakes a hypothetical problem of obtaining government extension services to the farming community in a developing country context.