This article describes the trend of personalization in electronic service delivery, with a special focus on municipal electronic service delivery in the Netherlands. Personalization of electronic services refers to the one-to-one citizen orientation using authentication, profiling and customization techniques. The percentage of Dutch municipalities offering services through personalized electronic counters has increased from 14% (2006) to 28% (2009). Using binary logistic regression analyses of 2008 survey data, it is concluded that personalization is positively associated with size of municipalities but not with e-government and policy innovation statements, nor with explicit political responsibility with respect to e-government development. Based on these findings, alternative explanations for the adoption and diffusion of personalized e-government services are suggested. Copyright