Measuring the Influence of User Experience on

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Measuring the Influence of User Experience on Banking Customers’ Trust Andrea Müller1(&), Selina Anke1, Sabrina Herrmann1, Pia Katz1, Christina Leuchtweis1, Christina Miclau1, Sandra Wörner2, and Oliver Korn1 1

Offenburg University, Badstrasse 24, 77652 Offenburg, Germany [email protected], [email protected] 2 Volksbank in der Ortenau, Okenstrasse 7, 77652 Offenburg, Germany [email protected]

Abstract. Bank and trust – two words but one meaning in customers’ minds. When interacting with financial service providers, customers are consistently looking for “trust signals” that comfort their decisions and “distrust signals” which create doubt. Therefore, service providers need a deep understanding of the customers’ requirements and wishes. To identify trust and distrust signals, we combine established user experience research methods with a new testing procedure to gain helpful recommendations for optimizing the online appearance of banks. The contribution is divided into three parts: Firstly, we investigate current approaches in the financial service industry. Secondly, we provide a corpus describing the relationship between the customers’ perception of a bank’s website and trust. Thirdly, an empirical study based on qualitative user experience testing with banking website customers shows the value gained by optimizing the banks’ virtual interface by enhancing “trust signals” and avoiding “distrust signals”. Keywords: Banking Trust Brand User experience Financial service providers Customer expectations

1 Introduction: Changes in Financial Service Markets In today’s competitive banking industry, online-channels have an increasing relevance in customers’ interaction behavior [1]. In the last years, several new competitors entered the financial market as pure online players, called FinTechs [2]. Customers perceive their online-specific competence and are pleased to have alternative service providers besides the traditional banking institutions. Another trend is the introduction of virtual currencies, like Bitcoin, which revolutionize payment and gain a lot of attention in the stock markets [3]. Established banking companies already started to follow-up with own digital and safe currencies to seize their part of this new and fast growing investment business. For many decades, banks held a convenient position in a very quiet and strongly regulated market. Thus the current development incite a challenging change management process for all financial service providers. © Springer International Publishing AG, part of Springer Nature 2018 F. F.-H. Nah and B. S. Xiao (Eds.): HCIBGO 2018, LNCS 10923, pp. 1–14, 2018. https://doi.org/10.1007/978-3-319-91716-0_30

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The website of a company is often the first and sometimes sole contact point with potential customers. If potential customers visit a bank’s website and gain the impression, that it is not trustworthy, they may never return. Customers feel the need to trust their financial institution [4] – but trust is built over time. A lack of customers’ trust can have severe consequences for a financial institution [5]. To avoid these unwanted consequences, a bank continuously needs to put effort in the preservation of customers’ trust [5]. However, to receive and maintain customers’ trust, it is necessary to gain it first. Trust as a foundation serves the bank to strengthen its position and expand business [6]. To reach a position where the bank is perceived as an upright and trustworthy organization, a financial institution needs to follow several guidelines. A survey of Ernst & Young Global Limited from 2016 conducted in the UK mentions “six actions that banks in the UK should take to preserve trust” [5] which will be presented shortly: 1. The whole institution needs to change its orientation towards the customer. All employees should be aware that gaining customers’ trust is one of the key factors for corporate success [7]. 2. It is indispensable that customers are offered complete transparency regarding transactions, products and services [8]. 3. Customer data are the banks’ most valuable treasure and must be protected at all costs to avoid fraud and suspicion [9]. 4. For customers it is essential to receive consultancy that is unbiased and of high quality [10]. 5. Customers do not accept errors in relation with their own financial well-being. For this reason, an operational excellence must be provided for the customer [11]. 6. Customers prefer a full-service offer, therefore it is necessary that banks extend their businesses to consider non-financial services [12]. Even if all these action points are followed, there may still be situations when customers lose trust. Thus, the most important value in the finance service industry is trust. Therefore, potential barriers or obstacles need to be investigated to make sure customers feel comfortable and safe using the online services of a financial service provider. In this context, it is necessary for banks to identify and measure the influence of trust and distrust signals customers perceive while using a financial service website. Our study aims to identify and measure the impact of bad user experience by trust and distrust signals on customers’ trust before, while and after using banking websites. The four guiding research questions are: 1. 2. 3. 4.

How is customers’ trust in banks characterized? What are indicators of bad user experience? Which trust and distrust signals do users perceive on a banking website? How can a bad user experience be avoided?

In our study we address these research questions and provide recommendations for financial service providers.

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2 Generating Trust on Financial Service Websites The interaction between banking customers and financial services’ online-channels is steadily gaining relevance. Therefore, the purpose of a website should not only be to inform potential customers about the company and its products and services, but also to offer a comfortable interaction experience between the user and the website. The aim of optimizing banking websites is to become perceived as a trustworthy partner for the financial service content and functions offered. Therefore, it is a valid approach to assess which elements of a website lead to a bad or a good user experience. Before describing these elements, we will briefly outline two important aspects of trust: The role of emotions in the economy and the meaning of trust in the banking industry. Triggered by stimuli and determined by direction, type and strength, emotions have a strong influence on the consumer information process [13], resulting in an intense impact on customers’ attitude to a financial institution [14]. Addressing customers’ emotions with marketing activities gains more and more attention from companies of all branches [15]. Products and services are increasingly replaceable in terms of content as well as function. Furthermore, consumers have almost absolute brand transparency due to the internet. Hence, the arousal of emotions by target group specific marketing activities is a great opportunity for the companies’ marketing [16]. The image of a brand or a company is strongly determined by the emotions that arise in customers’ minds while interaction with the company [17]. To improve the image, appropriate methods need to be used to incite positive emotions in the customers during as many activities related to the company or product as possible [18]. Working with emotions on financial products in the banking industry is an even greater challenge. The increasing competition in this sector makes financial products replaceable – and furthermore financial products are intangible and perceived as difficult to understand [19]. These special characteristics lead to a higher risk and an increased uncertainty among customers. Therefore, banking services strongly depend on the credibility of the business partners. Currently, especially the German banking industry is losing the customers’ trust. Research conducted by Statista in 2016 shows that the trust of nearly 50% of the German banking customers has slightly or strongly decreased over the past two years [20]. However, a study conducted by the Bundesverband Deutscher Banken (Fedeal Association of German Banks) revealed that nevertheless 82% of the customers had complete or at least moderate trust in their own bank. Thus the study shows a gap between the image of financial institutions in public and the customers’ opinion and experiences with their personal bank [21]. This gap in customers’ perception will be further evaluated in the study.

3 A Model of Trust in Banking Trust is defined as the challenge of approaching others with positive expectations, despite someone’s own vulnerability and uncertainty [22]. One party has the willingness to be exposed to the actions of another party, assuming that the other party is acting in their favor, regardless of the ability to control it. This leads to a further

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investigation of reliable signals of trustworthiness such as evaluated in the trust model of Mayer/Davis/Schoorman 1995: “ability”, “benevolence” and “integrity” [22]. These three elements build the basic concept of our model for the evaluation of the influence of bad user experience on trust: The first factor of perceived trustworthiness in Fig. 1 draws attention to the fact that trust is based on the ability to interact with its website. In this sense, the building of trust can be promoted by the establishment of user-friendly navigation and interaction patterns based on the seven principles of human centered design (DIN EN ISO 9241-210): suitability for the task, suitability for learning, suitability for individualization, conformity with user expectations, self-descriptiveness, controllability, and error tolerance [23].

Fig. 1. Model of influence of user experience on users’ trust in a bank (adapted from Mayer/Davis/Schoormann 1995).

The second factor states, that benevolence must be offered by banks to ensure customers that they are welcome and specific services are available to help them with financial problems and questions: trust develops as a result of reflection. The third factor influences trust as a result of perception of strong principles the bank represents as a brand. Trust depends on the overlapping values of the both parties as well as their integrity as trustworthy partners based on bank specific criteria. To build trust, one must ensure that the trustor receives those specific criteria as reliable signals of trustworthiness [24]. These three trustworthiness factors can be measured by identifying trust and distrust signals on a bank’s website:

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• Ability is considered as a construct of skills, competences and credibility. • Benevolence is understood as the perception of a positive orientation of the trustee towards the trustor [22]. Therefore, the trustor believes that the trustee wants his well-being by offering the right products and services meeting the customers’ needs. • Integrity involves the perception of the trusting person that the trustee complies with certain rules and principles that the trustor is comfortable with. Whether one is judged to possess integrity depends on the positive consistency of past activities and credible communication through third parties. Table 1 compiles the nine identified indicators of trust influencers for banking websites. Table 1. Indicators of trust influencers for the user interaction with banking websites Ability - Skills: usability, facts and figures, quality of information, - Competence: mode of expression (spelling, grammar), timeliness of information - Credibility: images of employees, cachets, customer assessments Benevolence - Addressing customers’ needs - Offer the right products and services - Enable navigation and important functions Integrity - Enforce customer interaction - Transport company values - Ensure brand reputation

These nine indicators are best measured by empirical user experience testing. The tests should consider three phases: the first phase is before the usage of the bank’s website, the second phase during and the third phase after the interaction [25]. Figure 2 illustrates the procedure and the applied methods.

Fig. 2. Procedure, user activity, and applied methods of measuring bad user experience.

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This model and the procedure of measuring the impact of bad user experience based on this theoretical background was evaluated in a case study with a top brand banking website in the German market: Volksbank in der Ortenau eG. The study is presented in the following chapter.

4 Study: Evaluating the User Experience Model Based on the model of influence of bad user experience on users’ trust presented above. 4.1

Background and Population

The Volksbank in der Ortenau eG was founded in 1864 and represents traditional values like trust, integrity, transparency and equity. To maintain long lasting and cooperative relationships, the bank ensures consistency and loyalty to its customers [26]. Volksbank aims to maintain an open and trustful communication. Therefore, the customers can reach out to the bank via a multi-channel strategy [27]. Seven banking website users from different age groups, which are not customers of our case study company Volksbank in der Ortenau, were invited to the Customer Experience Tracking lab located on Campus Gengenbach of Offenburg University. 4.2

Methods

Different methods were applied for the three outlined phases of the bad user experience testing process: before the usage of the banking website a person already has specific expectations on the presentation of the company in the online-communication-channel. We measured these by using AttrakDiff [28], a standardized online-survey to capture the expectations before and the reflection of the experience after the banking website usage. AttrakDiff examines the perceived pragmatic quality (attributes: useful, predictable, well-arranged), the hedonic quality stimulation (attributes: creative, inventive, challenging), the hedonic quality identity (attributes: people linking, professional, connectional) and the attractiveness (attributes: good, attractive, convenient) for interactive systems. An additional interview ensured more information on the participants’ opinions. The online-questionnaire and the interview helped to understand the users’ experience by giving them the opportunity to reflect about it. In the phase of usage, eye-tracking is suitable to evaluate the interaction of the user with the banking website. It is the central instrument for the determination of irritations and user behavior. Furthermore, the effects of communication instruments were identified [29]. This method-mix is applied to analyze and optimize the user experience of websites. It provides the owners of the website with optimization possibilities regarding content and design [30]. Also, unconscious behavior can be analyzed [31]. The user’s gaze is captured in real-time by cameras with infrared technology. In case of a friction, the user’s gaze remains longer at the hurdle and is shown as a fixation point. The longer the person looks at a specific spot, the larger the visualization of a

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fixation point becomes. The results are analyzed and interpreted in combination with the users’ comments [32]. The think-aloud method provides information on the participant’s thoughts and opinions of the tested system or product. Every participant comments on perceived aspects of the system while working on the given tasks. Think-aloud enables further insight into the users’ minds by verbalizing their thoughts and feelings [33]. Even easy tasks can become hard to perform for different persons, so all experiences of negative aspects give insight into the system’s frictions. In a pre-study, an expert evaluation identified possible irritations on the banking website. The results were ranked, so strong irritations could be focused the user experience testing. 4.3

Study Results

In the pre-study, we evaluated trust and distrust signals. Based on these, we defined the tasks the participants had to manage. The study started with a brief introduction on the background of the study followed by an explanation of the tasks they had to manage. Each test was conducted with a single participant, so they had to cope with the tasks on their own. The first testing method before the usage phase was identifying the customers’ expectations using the online-questionnaire tool AttrakDiff. After the usage phase, AttrakDiff was applied again to compare the users’ expectations before dealing with the banking website and their experiences afterwards. Table 2 shows the trust and distrust signals identified: Table 2. Overview of trust and distrust signals before and after the phase Factor Trust signal Distrust signal Pragmatic quality Conventional Not well-arranged Hedonic quality stimulation Safe Not innovative Challenging Boring Hedonic quality identity Professional Attractiveness Good Demotivating

In the interview, the users answered questions on their experiences when dealing with the website and which signals they would classify as trustworthy in general. In the analysis of the user behavior on the website, we found several trust and distrust signals. These signals could be identified by some characteristics like advancement on the website, statements and eye-movements. Using these characteristics, the trust and distrust signals presented in Table 3 were identified: To determine the relevance of these signals, we analyzed the data gained with the help of our different instruments (AttrakDiff, eye-tracking and think-aloud). We evaluated all observations and peculiarities. If the majority of the participants, in this case at least four participants, noticed or stated the signal as important, we classified it as relevant.

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A. Müller et al. Table 3. Overview of trust and distrust signals during the usage phase

Factor Ability

Benevolence

Integrity

Trust signal Convenient usability Many facts and figures Images of employees Cachets Customer assessments Right products and services Good navigation and important functions Positive company values Good brand reputation

Distrust signal Low quality, but high volume of information Untimely and useless information Low mode of expression Ignoring customers’ needs

No or low customer interaction

However, the decisions were not only influenced by the statements of the participants. Also, the other methods such as the eye-tracking and AttrakDiff were crucial for the classification. Table 4 provides an overview of the most relevant trust signals based on our participants’ behavior. The last column displays the ratio the classification is based on. Table 4. Review of trust signals regarding their relevance for test participants Trust signals Ratio 1. Brand 6:1 2. Contact options 6:1 3. Images of employees 6:1 4. Images and videos 5:2 5. Privacy policy/general terms and conditions 4:3 6. Legal notice 4:3

Trust Signal 1: Brand Six out of seven participants indicated that they rate the website and its content as reliable and competent, because they are familiar with the brand. Using eye-tracking, we could figure out that our participants did not look intensively at the brand’s logo. They only glanced over and perceived it unconsciously. Therefore, it can be concluded, that the brand Volksbank and the presentation its logo is associated with a positive image which leads to a basic trust. Trust Signal 2: Contact Options Most of the participants evaluated the contact options as positive because they can connect with the bank in an easy way via multiple channels. The results of the eye-tracking demonstrated in Fig. 3, show that the participants considered only the prominent placed options. Furthermore, it shows that the fields of the contact form are well-structured.

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Fig. 3. Result of the eye-tracking regarding the contact options.

Trust Signal 3: Images of Employees Six out of seven participants indicated that images of well-known people, like their own bank advisors, convey a feeling of knowing which kind of people are acting in the background of the website. This creates affiliation and trust. Moreover, one participant expressed that pictures of employees testify that the company has nothing to hide and is proud of their employees. Trust Signal 4: Images and Videos Images and videos must be chosen carefully. With the help of the eye-tracking we could figure out, that our participants primarily had a look at the images of the website. Furthermore, videos were described as an easy method to gain information without reading the text. The website provokes different opinions among the participants. For some participants, the images and videos did not influence their emotions – but for others, images and videos with people had a positive impact on their feelings. Trust Signal 5: Privacy Policy and General Terms and Conditions Through the analysis of statements, we found out that our participants did not read the general terms and conditions or privacy policy, but they expect it to be found. This result is also confirmed by using the eye-tracking method. The participants were able to find the required information quickly because they have already developed routine and reflexivity. Regarding our model of trust, it can be assumed that the lack of such information let users doubt about the trustworthiness of the website provider. Trust Signal 6: Legal Notice Four out of seven participants were looking for the legal notice when asked to search for trust-building elements. The analysis of eye-tracking showed that our participants could find the information very purposefully. We therefore assume that they know that the publication is mandatory. As most of our participants were especially looking for the legal notice, its absence would cause distrust.

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In Table 5, the most relevant distrust signals are listed:

Table 5. Review of distrust signals regarding their relevance for test participants Distrust signals 1. Complexity 2. Unstructured set-up 3. Information overload

Ratio 6:1 6:1 6:1

Distrust Signal 1: Complexity Six participants stated that the clarity of a website is important. Clarity illustrates the significance of getting quickly to a desired goal and being able to record information at the first glance. If this is not the case, the page is considered as confusing and participants become impatient that leads to distrust. The participants felt comfortable with the website. However, eye-tracking showed that the participants needed much time to get to the targeted information although there was a drop-down menu (Fig. 4).

Fig. 4. Result of the eye-tracking regarding the complexity.

Distrust Signal 2: Unstructured Set-Up Six out of seven participants indicated that the structure of a website is a relevant aspect and therefore needs to be simple. Furthermore, the familiarity of a person with a website is important. Certain functions can be found in similar positions on every website. The menu options following a routine ensure certainty to the website user. Routines, as stated in our model of trust, are perceived as risk reduction and promote trust. If a website does not follow this rules this may lead to a lack of trust. Distrust Signal 3: Information Overload Six out of seven participants got frustrated by the flush of information proved by their confused eye-movement while scanning the page. Indeed, three out of seven participants resigned by the first page after searching for the requested information. The evocation of frustration is memorized as a negative experience. This is likely to influence the image of the brand as a result of a bad user experience.

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5 Recommendations During the management of “trust” and “distrust” signals, the Volksbank website showed room for optimization on several layers: while factors such as brand, legal notice, general terms and conditions as well as the privacy policy are properly developed and placed, navigation and content management need improvement. As the Volksbank website is typical for banking websites, other banks will profit from adhering these optimizations, too. Six potential optimizations are below: Recommendation 1: Improve Contact Options The various contact possibilities of branch and contact search led to irritations: most participants wanted to contact directly the responsible counterpart. Therefore, we suggest to replace the prominently placed branch search by a search for counterparts. Recommendation 2: Use Attractive Images and Videos Images and videos are important to create a positive experience with a website. Currently, Volksbank uses generic images. Preference should be given to people and situations that convey a feeling of familiarity. Volksbank should use its regional character by presenting pictures with places and persons, which potential customers may already know. Videos are important, as they can explain complex products and issues. However, videos on a banking website should be kept concise and not exceed 30 s. Recommendation 3: Implement Images of Real Employees and Customers Images of employees are very important for a positive user experience and can be used to humanize a technical website. This insight can create both emotional and personal bonding which can lead to trust. Images of employees of Volksbank are often hard to get to and cannot be seen at first glance. An easy way to gain and increase trust, is to display images of the staff in proximity to the contact options to make them more visible on the website. Recommendation 4: Reduce Complexity and Establish User Centered Structures When designing a website, it is necessary to avoid complexity and unstructured buildup. Clarity and structure must dominate to avoid distrust. It should be possible to recognize important information without having to search for it. Although participants stated that Volksbank’s website is clear and structured, some problems occurred: participants had to scroll due to long text sections. Instead, an interactive structure should be placed at the top of every side. Recommendation 5: Avoid Information Overload To reduce the stress level and the frustration of our users, the most valuable information need to be selected. Redundant information should be deleted. For example, users often perceive image texts as redundant information because they do not contain significant information. Furthermore, the most valuable information should be illustrated in graphics. For example, an overview of various products could be exemplified by graphics. When it is not possible to depict an information in graphics, it is even more important to select carefully the information relevant from the users’ point of view.

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Recommendation 6: Analyze and Satisfy Customer Expectations A website is often consulted to get information about specific issues. It is necessary that a brand leaves a lasting positive impression. In contrast, a negative experience with the website causes a negative image in users’ minds, which leads to a negative impact on customers’ trust. Our study revealed that it is very important to meet the expectations of both future and existing customers. The reputation of the brand is a very important factor for the creation of trust in all marketing communication channels.

6 Conclusion As pointed out in the introduction, this work aimed to identify the indicators of trust and distrust on banking websites. Based on important background aspects – the meaning of trust and fulfilling of user expectations in the banking industry – we proposed a model with specific criteria for the evaluation of trust, drawing from Mayer/Davis/Schoormann1995 [22]. We introduced a procedure and based on the three phases of usage where we combined different methods of user experience: the online-tool AttrakDiff, eyetracking, think-aloud and an interview after the testing. Based on the adapted model of trust, an expert evaluation identified frictions with a potential to negatively impact the user experience. We looked in detail at the Volksbank’s website and carved out the main problems regarding trust. After an expert analysis for apparent weaknesses, the testing was planned and prepared. Based on these, we defined the tasks the participants had to manage while we were evaluating the respective trust and distrust signals. We started with a pre-test where every participant had to check the validity of the defined tasks. Each testing was conducted with one participant, so they had to cope with the tasks on their own. Using AttrakDiff and eye-tracking, we compared each user’s expectations before dealing with the website and the experiences afterwards. The last part of the testing, we interviewed the participants. They were questioned on their experiences when dealing with the website and which signals they would classify as trustworthy in general. The results show that the adapted model and the testing procedure is suited to describe and analyze trust and distrust signals on banking websites. Accordingly, we identified six most relevant trust signals and three distrust signals on banks’ online presences. Based on the findings, we created six general recommendations to optimize the internet activities of banks.

7 Limitations and Future Work It is important to point out that a bank cannot rely on its positive image to counterbalance a website which sends distrust signals. We are aware that the number of only seven participants needs to be increased to gain greater validity and reliability of the results. Nevertheless, the study clearly indicates that bad user experience also leads to negative effects on the banking customers’ trust, when dealing with the bank’s website.

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To further evaluate the model of influence of user experience trust, additional qualitative and quantitative research work is necessary. For such future work, additional user experience analysis methods could be used. We are especially interested in additional physiological measurements, for example facial expressions, voice analysis, electro-dermal activity as well as motion and gesture tracking.

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