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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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Outline

1. Introduction

2. Methodology

3. Proposed model

4. Preliminary research

5. Conclusion

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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.