1. I Taller Internacional de Modelado de Interfaces de Usuario
Denia, España,
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

2. Outline 1. Introduction 2. Methodology 3. Proposed model
4. Preliminary research
5. Conclusion

3. Technology Service Delivery Systems (TSDS)
Services Marketing
“marketers are rarely
included in the early
stages of customer
interface design”1
Human-Computer
Interaction
marketers provide scarce
concrete guidelines to
build interfaces according
to customer’s needs
Different perspectives
1 Fisk, Grove, John (2000)

4. Framework of analysis for TSDS
Services Marketing
Self-service technologies
Service encounters
Human-Computer
Interaction
User interface
User interaction

5. Designing TSDS Services Marketing Human-Computer Interaction
customer needs
and preferences
Human-Computer
Interaction
user requirements
Customer profiles
Interaction characteristics
attributes of perceived quality
User profiles
Task analysis, use cases
Rules of interface design

6. Evaluating TSDS Services Marketing Human-Computer Interaction
interviews
focus groups
surveys
Human-Computer
Interaction
expert reviews
usability testing
acceptance testing
Predominance of perceptual
and attitudinal measures
Predominance of
objective measures

7. Enhancing TSDS Services Marketing and HCI
Human
Computer
Interaction
Technology
enabled SDS
Services Marketing and HCI
Two complementary perspectives in TSDS study

8. 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

9. 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)

10. 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)

11. 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)

12. Perceived performance of each SDS
SDS usage is influenced by customers’ perceptions of SDS performance, on a set of quality attributes.

13. SERVQUAL A 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

14. WebQual A 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

15. TSDS perceived quality
Services Marketing
tangibles, reliability,
responsiveness, assurance
empathy
HCI
ease of use, usefulness
dependability, error freeness
speed, control
Innovation adoption
accessibility, reliability,
customer learning requirements:
(compatibility, trialability)

16. Attributes of TSDS perceived quality
High contact SDS
quality attributes
Technology SDS
quality attributes
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

17. Customers goals and needs
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.

18. Customers perceptions of SDS performance
characteristics
(4) TSDS
performance in
terms of service
quality 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.

19. Proposed model
(1) Customer
characteristics
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.
(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

20. Model applications
Diagnosing system’s strengths and weakenesses, according to the customer’s preferences.
Identifying user requirements for the system.

21. Diagnosing most important improvements
Potentially
over-developed
functionalities
Non-priority
improvements
Priority
needed
System’s strong
importance
low
performance
high

22. 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

23. Preliminary research Interviews with bank managers Visits to branches
Exploration of database made by the bank
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).

24. 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

25. 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

26. 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,
complementarity, human interaction BN
Knowing there is someone responsible,
empathy, efficiency, low waiting time,
expertise, need of human interaction

27. 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.

28. 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.