Service Quality, Trust, and Citizen Adoption of Rural E-Governance Platforms: Evidence from Common Service Centres in Madhya Pradesh

Abstract

Rural e-governance projects depend not only on the availability of technology, but also on citizens' perceptions of service quality and trust in digital service delivery systems. Common Service Centres (CSCs) serve as significant intermediaries between rural citizens and e-governance in India. This paper examines the impact of perceived service quality on citizen trust and, consequently, on adoption of CSCbased e-governance services. Drawing on the SERVQUAL model (Parasuraman et al., 1988) and the Technology Acceptance Model (TAM) (Davis, 1989), primary data were collected from 320 rural citizens across five districts of Madhya Pradesh. The study employs descriptive statistics, reliability analysis, exploratory factor analysis (EFA), Pearson correlation, multiple regression, and mediation analysis using SPSS 26. Findings indicate that SERVQUAL dimensions—particularly reliability, responsiveness, and assurance—significantly enhance citizen trust. Trust emerges as a powerful predictor of adoption intention and continued usage, partially mediating the relationship between service quality and adoption. Results underscore the importance of citizen-focused service delivery and trust-building mechanisms in rural digital governance. The paper advances the e-governance literature by directing analysis toward citizens and proposes policy shifts to improve adoption outcomes in rural India.