Modeling user interfaces for Internet based service delivery systems

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I Taller Internacional de Modelado de Interfaces
de Usuario Denia, España, 15.03.2002
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
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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
rarely included in the early stages of customer
interface design1
Human-Computer Interaction marketers provide
scarce concrete guidelines to build interfaces
according to customers needs

Different perspectives
1 Fisk, Grove, John (2000)
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Framework of analysis for TSDS
Services Marketing Self-service
technologies Service encounters
Human-Computer Interaction User interface User
interaction
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Designing TSDS
Services Marketing customer needs and
preferences
Human-Computer Interaction user requirements
Customer profiles Interaction characteristics attr
ibutes of perceived quality
User profiles Task analysis, use cases Rules of
interface design
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Evaluating TSDS
Services Marketing interviews focus
groups surveys
Human-Computer Interaction expert
reviews usability testing acceptance testing
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Enhancing TSDS
Services Marketing
Human Computer Interaction
Technology enabled SDS
Services Marketing and HCI Two complementary
perspectives in TSDS study
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Methodology

• Using Services Marketing and HCI to enhance TSDS
• First 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)

SDS usage
Perceived performance of each SDS (Services
Marketing, HCI and Innovation adoption
literature)
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Customer characteristics

• Socio-demographics
• Age, 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 interaction
• Information, 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 the promised
service dependably and accurately
Service Perceived Quality
Intention to use the service
Responsiveness - willingness to help customers
and provide prompt service
Assurance - knowledge and courtesy of employees
and their ability to inspire trust and
confidence
Empathy -caring and individualized attention
provided to customers
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
Web site Perceived Quality
Intention to use the Web site
Entertainment - flow, visualness, innovativeness
Complementary relationship - integrated
communication, business process relation,
substitutability
Loiacono, 2000
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TSDS perceived quality
Services Marketing tangibles, reliability, respons
iveness, assurance empathy
HCI ease of use, usefulness dependability, error
freeness speed, control
Innovation adoption accessibility,
reliability, customer learning requirements (comp
atibility, trialability)
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Attributes of TSDS perceived quality
High contact SDS quality attributes
Technology SDS quality attributes
Tangibles Reliability Responsiveness Assurance Emp
athy
Appearance Reliability and error
freeness Response to customers
needs Self-assurance, control Security,
privacy customization and flexibility Ease of
use Usefulness, functionality Complementary
relationship
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Customers goals and needs
(1) Customer characteristics
(2) Customer Service needs
(3) Importance of service 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
SDS characteristics
(4) TSDS performance in terms of
service quality attributes
Customers are not focused on the systems
characteristics, but on their perceptions of the
systems performance, in terms of a set of
attributes, such as response time, flexibility
and assurance.
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Proposed model
The perceived quality of a SDS can be viewed as a
result of the fit between customers needs and
customers perceptions regarding the ability of
the system to satisfy those needs.
(1) Customer characteristics
(2) Customer Service needs
(3) Importance of service quality attributes
(5) Perceived quality of TSDS
Intention to use TSDS
SDS characteristics
(4) TSDS performance in terms of
service quality attributes
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Model applications

• Diagnosing systems strengths and weakenesses,
  according to the customers preferences.
• Identifying user requirements for the system.

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Diagnosing most important improvements
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User requirements specification
Customer characteristics (1) User profiles
Customer service needs (2) use cases Functional
requirements
(3) Importance of service quality
attributes Non-functional requirements
Perceived value of TSDS
Intention to use TSDS
(4) TSDS characteristics
TSDS performance in terms of service quality
attributes
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Preliminary research
Interviews with bank managers Visits to
branches Exploration of database made by the
bank 104.000 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
SDS
Interviews with bank managers
Database exploration
ATM
Widespread usage for ages younger than 60
IB
Previous internet usage, younger, high
professional status
More males, higher education, stronger
relationship with bank high frequency of
interaction higher risk profile
TB
Less technology savvy
More 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
SDS
Interviews with bank managers
Database exploration
ATM
Cash withdrawals simple information
IB
Information search and transactions, specially
stock market
Current account and stock market information and
transactions
TB
Customer support, transactions, order
confirmation, simple questions
Current account information, transactions
BN
Advice, negotiating, complex financial
services contracting, complaining, selling
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Most important attributes of customer perceived
quality
SDS
Interviews with bank managers
ATM
Convenience Accessibility
IB
Reliability, security and privacy visual
interface, simplicity, speed,
TB
Accessibility, ease of use, convenience, complemen
tarity, human interaction
BN
Knowing 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.