1 modeling user interfaces for internet based service delivery systems – a services marketing...
TRANSCRIPT
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Modeling user interfaces for Internet based service delivery
systems – a Services Marketing & HCI perspective applied to Internet
Banking
Lia Patrício, University of Porto, Portugal
João Falcão e Cunha, University of Porto, Portugal
Raymond Fisk, University of New Orleans
I Taller Internacional de Modelado de Interfaces de Usuario
Denia, España, 15.03.2002
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Technology Service Delivery Systems (TSDS)
Services Marketing
“marketers are rarelyincluded in the early stages of customer interface design”1
Human-Computer Interaction
marketers provide scarce concrete guidelines to
build interfaces accordingto customer’s needs
1 Fisk, Grove, John (2000)
Different perspectives
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Framework of analysis for TSDS
Human-Computer InteractionUser interface
User interaction
Services Marketing
Self-service technologiesService encounters
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Designing TSDS
Services Marketing
customer needs and preferences
Human-Computer Interaction
user requirements
Customer profilesInteraction characteristics
attributes of perceived quality
User profilesTask analysis, use casesRules of interface design
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Evaluating TSDS
Services Marketing
interviewsfocus groups
surveys
Human-Computer Interaction
expert reviewsusability testing
acceptance testing
Predominance of perceptual and attitudinal measures
Predominance ofobjective measures
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Enhancing TSDS
Services Marketing and HCITwo complementary perspectives in TSDS study
ServicesMarketing
HumanComputerInteraction
Technologyenabled SDS
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Methodology
Using Services Marketing and HCI to enhance
TSDSFirst stage: Understanding customer usage of SDS: identification of
customer requirements for Internet Banking service.
•Interviews
•Database exploration
•Focus Groups
•Survey
Second stage: Reflecting customer preferences into SDS characteristics.
•Development and test of internet banking prototype
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Understanding customer usage of alternative SDS
Customer characteristics(60 years old vs. techy)
Customer service needs(low amount payment vs. pension plan advice)
Perceived performance of each SDS (Services Marketing, HCI and Innovation adoption literature)
SDS usage
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Customer characteristics
•Socio-demographicsAge, gender, professional status(30 years old executive vs. 60 years old granny)
•Attitudinal towards technology Technology readiness index2
(optimism, innovativeness, discomfort, insecurity)
•Financial services usage, and relationship with the bank(financial services usage, risk profile)
2Parasuraman (2000)
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Customer service needs
•Stage of product usage Information search, evaluation of alternatives, negotiation, decision, contracting, contract changes, problem resolution.(e.g. mortgage loan)
•Purpose of interactionInformation, transaction, advice.(e.g. stock market quotes, stock market transactions, investment advice)
•Type of consumer decision Complexity, risk, involvement, frequency(e.g. low amount payment vs. pension plan advice)
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Perceived performance of each SDS
• SDS usage is influenced by customers’ perceptions of SDS performance, on a set of quality attributes.
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SERVQUALA measure of perceived quality for interpersonal service provision
Tangibles - physical facilities, equipment,and appearance of personnel
Reliability - ability to perform thepromised service dependably and accurately
Responsiveness - willingness to help customers and provide prompt service
Assurance - knowledge and courtesy ofemployees and their ability to inspire
trust and confidence
Empathy -caring and individualized attention provided to customers
ServicePerceived
Quality
Intention to use
the service
Parasuraman et al, 1988
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WebQualA measure of perceived quality in the web context
Ease of use - design, interactivity, response time, intuitiveness
Usefulness - information, fit to task, trust, customer services
Entertainment - flow, visualness,innovativeness
Complementary relationship - integrated communication, business
process relation, substitutability
Web sitePerceived
Quality
Intention to use theWeb site
Loiacono, 2000
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TSDS perceived quality
Services Marketingtangibles, reliability,
responsiveness, assuranceempathy
HCIease of use, usefulness
dependability, error freeness speed, control
Innovation adoptionaccessibility, reliability,
customer learning requirements:(compatibility, trialability)
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Attributes of TSDS perceived quality
Tangibles
Reliability
Responsiveness
Assurance
Empathy
Appearance
Reliability and error freeness
Response to customer’s needs
Self-assurance, control
Security, privacy
customization and flexibility
Ease of use
Usefulness, functionality
Complementary relationship
High contact SDSquality attributes
Technology SDSquality attributes
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Customers goals and needs
(1) Customer characteristics
(2)Customer
Service needs
(3) Importance ofservice quality
attributes
Customers profiles and needs will influence the importance given to a set of attributes of the SDS, such as response time, flexibility and assurance.
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Customers perceptions of SDS performance
SDScharacteristics
(4) TSDS performance in terms of servicequality attributes
Customers are not focused on the system’s characteristics, but on their perceptions of the system’s performance, in terms of a set of attributes, such as response time, flexibility and assurance.
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Proposed model
SDScharacteristics
(4) TSDS performance in terms of servicequality attributes
(5)Perceived quality of
TSDS
Intentionto useTSDS
(1) Customer characteristics
(2)Customer
Service needs
(3) Importance ofservice quality
attributes
The perceived quality of a SDS can be viewed as a result of the fit between customer’s needs and customer’s perceptions regarding the ability of the system to satisfy those needs.
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Model applications
• Diagnosing system’s strengths and weakenesses, according to the customer’s preferences.
• Identifying user requirements for the system.
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Diagnosing most important improvements
Potentially over-developedfunctionalities
Non-priorityimprovements
Priorityimprovements
needed
System’s strongfunctionalities
importancelow
low
perf
orm
ance
high
high
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User requirements specification
Customer characteristics
(1)User profiles
Customerservice needs(2) use cases:
Functional requirements
(4) TSDScharacteristics
(3) Importance ofservice quality
attributesNon-functional requirements
TSDS performancein terms of servicequality attributes
Perceived value ofTSDS
Intentionto useTSDS
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Preliminary research
Interviews with bank managersVisits to branches
Exploration of database made by the bank104.000 direct channels users (IB and TB) out of 1,3 million customers.Only direct channels’ interactions studied (80% use predominantly TB, 20% use predominantly IB).
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Customer characteristics
SDSInterviews with bank managers
Database exploration
ATM Widespread usage forages younger than 60
IBPrevious internet usage,
younger, high professional status
More males, higher education,stronger relationship with bankhigh frequency of interaction
higher risk profile
TB Less technology savvyMore females than average DC customers, weaker relationship
with bank, lower risk profile
BN Older than 60 only use this channel
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Customer service needs
SDSInterviews with bank managers
ATM Cash withdrawalssimple information
IBInformation search andtransactions, specially
stock market
TBCustomer support,
transactions, order confirmation, simple questions
BNAdvice, negotiating,
complex financial servicescontracting, complaining, selling
Database exploration
Current account and stockmarket information and transactions
Current account information,transactions
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Most important attributes of customer perceived quality
SDSInterviews with bank managers
ATM ConvenienceAccessibility
IB Reliability, security and privacyvisual interface, simplicity, speed,
TB Accessibility, ease of use, convenience,complementarity, human interaction
BNKnowing there is someone responsible,empathy, efficiency, low waiting time,expertise, need of human interaction
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Conclusions
•Services Marketing and Human-Computer Interaction: two complementary perspectives in TSDS study.
Human-computer interaction brings concrete insights into SDS improvement.
Services marketing puts the interaction into the overall service context.
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Most important references
•Services Marketing: Meuter et.al 2000, Parasuraman 2000, Dabholkar 1996, Yoo and Donthu 2001, Loiacono 2000.
•Human-Computer Interaction: Ben Shneiderman 1998, Donald Norman 1998, Davis 1989.
•Innovation-adoption literature: Rogers 1983, Lockett and Littler 1997, Black et. al 2001.