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Abstract Number: 020-0345
Kansei Engineering Applied to Brazilian e-banking Service
Karina Pretto
Fundação Getúlio Vargas
Rua Itapeva, 474 - POI
São Paulo – Brasil
karina.pretto@gvmail.br
+55 11 8124 6029
João Mario Csillag
Fundação Getúlio Vargas
Rua Itapeva, 474 - POI
São Paulo – Brasil
joao.mario.csillag@fgv. br
+55 11 8381 5994
POMS 22nd
Annual Conference
Reno, Nevada, U.S.A.
April 29 to May 2, 201
1. Introduction
The use of different methodologies in the development of products and services is part
of the routine of the departments of R&D companies. This practice aims to integrate
planning, process and development of new features and functionalities that maximize
consumer satisfaction.
The techniques traditionally used in the initial stage of designing a new product like Kano
Model (Kano et al., 1984), Conjoint Analysis (Green and Srinivasan, 1978) or in the later
stage the QFD (Akao, 1990), deal with physical or functional aspects of the product, or
also trying to understand the impact that these features lead to customer satisfaction.
Other technique such as Value Analysis or Value Engineering (Csillag, 1995) examines the
function of the products or services trying to minimize costs. Having the functions we can
search for alternative ways to perform these functions enhancing creativity and innovation.
Ergonomics is concerned with the design of new products aimed at the welfare of its users.
With a slightly different approach, the concept proposed by Nagamachi (Nagamachi,
1989), seeks to determine relationships between customers’ feelings and impressions with
the characteristics or product’s attributes. This concept is known as Kansei Engineering
and aims to translate the feelings and perceptions on products for product development
(Nordvik et al, 2009).
Shutte et al (2004) define Kansei Engineering (KE) as a proactive approach to product
development, since it reflects the impressions of customers, feelings and demands of
characteristics or concepts into actual design and product development project.
Although KE has been proposed yet in the 70's this approach was highlighted in the
Japanese industry from the 80s and came to the United States only a decade later. In Brazil,
this approach is still incipient and unexplored and therefore the intention to investigate
further the benefits derived from the combination of physical and emotional aspects in
designing a new product.
Almost all researches available in the literature using KE methodology try to incorporate
physical attributes associated with affective perceptions that appeal to consumers on the
final end product. In common, all studies trying to identifying at the beginning stage what
are the affective needs related to product use. Based on the feelings identified, they
proceed to the stage of linkage between the affective and physical attributes of the product
and then, as in the last stage, final design product development.
The main focus of this work is to explore the emotional aspects involved in the use of
electronic channels for financial investment. The study was focused on users of internet
banking in Brazil and based on KE perspective tried to identify what feelings influence
customers’ decisions and perceptions and if it possible, to study interrelationships between
these feelings. The structure of the paper considers first a brief review on the use of the
methodology of KE in different markets. The next section describes the main features of
the Brazilian banking market as regards the use of electronic channels in banking and
present an empirical study proposed. Finally, it is presented and discussed findings and
limitations of this work.
2. Literature Review
The expression Kansei Engineering was presented by Nagamachi explored
academically, in 1989, but since the 70's this researcher was studying methods of product
development considering affective elements, known as Emotional Engineering. Nagamachi
defended the idea that product development should appreciate the implementation of
consumer demand in the configuration of the product as a way to translate their feelings in
the process of defining the product design (Nagamachi, 1989).
Emotional Engineering can be understood as a set of methodologies that try to translate
affective needs and insights into product technical specifications, such as: Emotional
Design (Nagasawa, 2002), Affective Engineering (Barnes et al 2004, ENGAGE 2005),
Affective Design (Helander, 2003 ) or Kansei Engineering (Nagamachi, 1989).
Japanese companies were the first to use this approach when they developed its products
trying to translate the customers' perceptions affective actual characteristics of their
products.
In the automotive industry, companies such as Mazda, Ford, Nissan and Honda are
examples. Mazda, for example, applied the concepts of KE in the design of its model
Miyata and received recognition for best-selling car Coupé Sport MX5 (Shutte et al, 2004).
Other applications in this industry are the studies conducted by Jindo and Hirasago (Jindo
and Hirasago, 1997), which involved the design project of the front of vehicles while
Matsubara (Matsubara et al. 1999) performed the comparisons between European and
Japanese cars exterior designs. The emotional impact of the presence of different
instruments on the control panel was studied by Ishihaa et al. in 2001 (Ishihara, 2001).
Besides the automotive industry, electronic industry also has its own applications of the
concept of KE. A successful example of KE application was the launching of Sharp video
camera recorder with LCD screen (Nagamachi, 1997b), which provided the company an
increase in market share of 3 to 24% (Shutte et al, 2004). Fukushima et al., we used the
concepts of KE to propose a color control in color photocopies systems (copiers) that
maximizes the sensory perception of Japan in order to reproduce the facial skin tone as
closer as desirable for Japanese customers.
Nanda et al. (2008), explored the effect of smartphones’ aesthetic design over their feelings
and consequently over the preference on this type of product. Shape, color and image were
measured and the physical attributes correlated with affective perception of these
electronic devices users.
In 2004, the methodology proposed by Nagamachi was applied in order to improve the
quality of multimedia telecommunications systems in a study done by Noh et al. (Noh et
al, 2004). They aim to establish and quantify the relationship between technical attributes
(gap between sound and image resolution and connection rate per second) and the
subjective human perception (clarity, purity, proximity, etc.) on the quality system
multimedia telecommunications.
In order to associate the taste of beverages to the shape and color of the logos, Ishihara et
al. examined the patterns of coffee and cans of beer (Ishihara et al. 1998), exemplifying an
application of KE in the food industry.
Aspects related to ergonomic issues were addressed from the lens of Kansei Engineering
studies conducted by Nagamachi (Nagamachi, 2008). For example, when Nagamachi
proposed a new model of refrigerator that modifies the position of vegetables to top of this
appliance his intention is to make the use easy and to provide greater comfort to its users In
different applications, the author highlights the existence of a hierarchy of values among
the study participants and a desire to improve their quality of life.
Although different companies have adopted methods of developing products that address
the trial of the technical characteristics of customers and affective needs, academically,
there are few studies that explore the concepts of Kansei Engineering and most of them
focus on designing new products.
In this context, one study conducted by Ayas et al. (2008) sought to identify interactions
between physical and emotional values perceived by the patients and users of the waiting
areas of doctors' offices. Results indicate that feelings of privacy and quiet are highly
valued by users of this kind of environment. Once that this information is known it can be
valuable aid in the design of new environments for doctors.
Ishihara et al. (2008) proposed changes over the online flower sales process using KE. As a
result of the study, floral arrangements were created from the feelings most often cited by
their buyers in different situations. Thus, even though an online sales process, it was
possible to customize the customer buy becoming it process more affective .
In Brazil, KE theme is in an embryonic stage and no article dealing with this subject was
published in the main national academic journals during the last years, such as: RAUSP,
JOSCM, Management and Production. This fact can therefore be seen as a good field to be
exploited domestically. In international journals, the focus is for the TQM Journal that in
2008 had a special edition bringing KE studies and applications in several areas. The
others journals as JOM, IJOPM and POM did not show significant numbers of articles
involving KE in the last five years.
3. Emirical study– Online service
Brazilian Market
The use of financial services has started being offered in Brazil in the mid 90’s, when
the concept of virtual banking has become widespread in the country driven by the advent
of the Internet. Initially these services were restricted for checking on balance accounts
limits and bank statements. Between 2001 and 2002 the growth of Internet banking has
been significant both in number of users and volume of transactions recorded, reaching 2.2
billion transactions.
Over time, there was an increase in trustworthiness on this transaction channel and then
other financial institutions like brokerage firms also began offering this service. This
movement became clearer after 1999, when the BMF&BOVESPA, the largest stock
exchange in the country and Latin America, launched the Home-Broker, a system that
connects directly its customers to a broker electronic trading system.
According to the Brazilian Federation of Banks (FEBRABAN), the number of users of
financial services over the Internet (Internet banking) increased 292%, from of 8.3 million
in 2000 to 32.5 million users in 2008. Factors such as the timely performance of banking
operations, and the pursuit of convenience can be helped in increasing the use of this
channel, as shown in Table 1.
Table 1. Brazil Internet banking statistics use (millions of accounts).
2000 2001 2002 2003 2004 2005 2006 2007 2008
Current accounts 63.7 71.5 77.3 87.0 90.2 95.1 102.6 112.1 125.7
Saving accounts 45.8 51.2 58.2 62.4 67.9 71.8 76.8 82.1 92.0
Internet banking accounts 8.3 8.8 9.2 11.7 18.1 26.3 27.3 29.8 32.5
Individual 25.3 27.7
Companies 4.5 4.8
Source: Brazil Central Bank; Brazilian association for Credit, Mortgage and Savings Entities, FEBRABAN
These numbers, although exhibit an huge growth during the last years, still show that there
is a large market share to be explored by financial institutions, because only 25.86% of
depositors have internet banking accounts.
According to Blackwell (1997), sometimes consumers adopt innovations, but often they
don’t. Schiffman (1991), notes that resistance to innovation is related to functional (usage,
value and risk) and psychological barriers (of tradition and image). For Sheth, Mittal and
Newman (1999), while many consumers take advantage of the technology benefits, a large
proportion shows displeasure, which can be explained by the preference for human
interaction over the technological one due to the lack of aptitude in using electronic
channels.
Then, the question arises, to understand how existent feelings, affective needs and the
current available features impact on the decision of using online transaction services
offered for financial institutions.
We are particularly interested to study how financial institutions can tailor their
electronic channel in order to gain more customers. In this case, the KE approach seems to
be a viable alternative, because besides the technical elements, the affective needs of
customers can also influence the decision to use and to evaluate the quality of such service.
Research methodology
The methodological approach of the article deals initially with a pilot qualitative research
in order to identify feelings or affective needs (Kansei words) involved during the process
using online services like Internet banking and home broker.
According to Yin (Yin, 2001), the qualitative approach is indicated in this case, since there
is interest in studying how the process of using these services works. Through the
qualitative approach is possible to explore the users’ reactions starting from motivation to
use electronic channels to the adoption of this channel or not in everyday use.
A total of five online financial services users were interviewed and asked about their habits
in order to pre-identify what kind of feelings (or affective needs) can potentially be present
in the use of online channels for investments purposes. All users have high education level
(MBA, Masters or PhD) and have tried to use at least once this service.
In common, all respondents recognized as an important feature for the use of electronic
channels, the financial institution credibility. One of the interviewees which invest for
more than ten years, stated that "Higher returns become less attractive when offered by
institutions not representative of the Brazilian banking market".
Other aspects are reminded of the speed, convenience and privacy that the Internet banking
channel offers to the execution of financial transactions. However, two of five respondents
mentioned that in certain situations, they prefer contact directly the relationship manager of
the financial institution because they do not feel safe to conduct transactions that involve a
greater amount of money by themselves.
The explicitness and transparency of information available on websites is also remembered
for four interviewees. One of them mentioned that sometimes not all the information that
he needs are available or have easy access at the website, being necessary to navigate
through different pages, or even it is necessary to rely on third parties to obtain
clarification.
Besides the identification of Kansei words, the qualitative interviews, conducted in the
pilot phase of this study, enabled better understanding of people's perceptions about the use
of these tools offered by financial institutions.
The impressions collected in the first phase of this research have been translated into a
quantitative research instrument that was subsequently applied to a larger group of users.
Then is started the quantitative phase study.
The data collection phase of the study consisted on sending emails to students and alumni
of the Graduate Course, MBA, MSc and PhD programs for different educational
institutions in the city of São Paulo. The response rate was not satisfactory, less than 10%
of total sample. This fact leads to a second attempt to contact. New emails were sent again.
At the end of this process, 40 questionnaires were completed and only 31 had valid
answers.
Due to the low number of responses, it is intended to interpret the results of the affective
needs of users of electronic channels for performing financial transactions in an
exploratory way. This opens up the possibility to incorporate the feelings (Kansei words)
identified here in improvement projects and adjustments to the services already provided
by financial institutions.
Through the use of univariate and multivariate statistical techniques was possible, even in
an exploratory way, to identify the main feelings involved during the process of using
electronic channels for financial transactions purposes. It also explored the relation
between Kansei words identified in the pilot phase of the study through an Spearman
correlation analysis (Hair et al., 1998).
Finally, through the methodology of cluster analysis (Hair et al., 1998), we sought to
identify whether there were profiles of users with different affective needs.
As stated earlier, the methodological approach of this work focuses on the first step of
applying the methodology of KE, which is the identification of Kansei words.
Traditionally, studies that apply Kansei Engineering cover different stages of product
design process, such as selection of Kansei words, development of concepts or prototypes,
collecting the assessment of consumers, and then, to build the final strategy of designing a
new product.
Figure 1. Kansei Engineering flowchart process (adapted from Nagamachi,1997; Schütte, 2004 and
Tarantino, 2008).
Having identified the Kansei words, the next step involves a simulated environment,
prototype, product or service under study. At this stage different resources can be used,
such as pictures (Nanda et al., 2008), virtual environments (Nagamachi, 2008), or even
physical products or prototypes (Ayas et al., 2008).
The third group of activities suggested by KE methodology assesses quantitatively
consumers asking their opinion for prototypes designed in the previous phase. This step
quantifies the association between the product features and Kansei words, through the
evaluation of the prototypes. The statistical tools for data analysis commonly used in this
stage are quite varied. Techniques as Conjoint Analysis, Cluster Analysis, Regression
Analysis, among others are often used in the analysis and results interpretation.
Based on the characteristics found in the previously, we proceed to the final step dealing
with the KE final design of the product design and its manufacture.
4. Results
Table 2 shows some descriptive statistic measures reflecting sample’s characteristics.
The respondents have between 26 and 58 years old and they concentrate their investments
with financial institutions 1.7, on average. Among the respondents, we have a similar
Collection Kansei Words
Pilot study (prototypes)
Customer evaluation
(assessment)
Product desing
strategy
number of men and women, 45.2% and 54.8%, approximately. In the vast majority of
respondents have a high level of education because 48.4% or all respondents have Master
or PhD degree.
Another sample’s characteristic is the frequency with which respondents look for updates
on investment issues. Approximately 58% of respondents looking for updates at least once
a week, using sources as financial institutions websites (when they invest), or looking for
information at specialized newspapers and magazines, or even they update themselves
through conversations with friends and family. On average, respondents update their
knowledge in 1.5 different sources.
Table 2. General descriptive Statistics.
Gender %
Channels %
Male 45.2
Financial Advisory 9.7
Female 54.8
Friends and Family 25.8
Education %
Websites 54.8
Undergraduate 9.7
Newspaper and magazines 25.8
Executive Education 41.9
Discussion forums 6.5
Master /PHD 48,4
Use %
Update frequency %
Internet banking / Homebroker 80.6
No update about investments 16.1
Will keep using this service 83.9
Once a month 25.8
Once a week 29.0
More than once a week 29.0
The use of channels such as internet banking and home broker is done by 80.6% of
respondents, and 83.9% of all respondents intend to continue using these services.
Respondents also quantified their customers' satisfaction about the functional attributes:
explicitness of information available in the virtual channels, speed troubleshooting, and
system availability. For each of the above attributes, respondents gave a score ranging
from 0 to 100 where 100 score represents the highest satisfaction.
In general, all respondents were satisfied to the attributes evaluated, as can be seen in
Table 3. For total of 100 score scale, the average satisfaction about the explicitness of the
information provided by the website receives 72.1 points. Satisfaction is slightly greater for
aspects of service availability, reaching 78.3 points on average.
Table 3. Overall satisfaction score.
Overall satisfaction score
Average Stdv Min Max
Information explicitness 72.1 24.1 0 100
Speed in solving questions 67.4 22.4 5 100
Service availability 78.3 19.9 5 100
The financial institution credibility is one aspect that shows a lot of interest among the
respondents. As shown in Table 4, about 96.8% of respondents believe that this is an
important or very important feature of financial institution, which translated in terms of
affective needs it could means investment security.
Table 4. Importance level statements.
Importance Level with % Important/
Very Important
Financial institution credibility 96.8
Minimal period of time before withdrawal 67.7
Service Channels available 83.9
The availability of service channel such as call centers, websites and branches (physical
stores) brings another aspect that receives a high degree of importance of customers.
83.9% of the respondents consider it important or very. The period that the investment is
held in the institution is receiving the lowest average percentage of importance, being close
to 67.7%.
Exploring the feelings or emotional needs identified in the pilot, different sentences were
presented to respondents and the degree of agreement was measured. The following table
provides a summary of these results.
Table 5. Kansei words findings.
Statement Kansei
Word
% Agree /
Totally Agree
24h service availability Convenience 77.4
Privacy feeling when dealing with internet
rather than personal treatment Privacy 48.4
Feel safe in using e-channels Safety 58.1
Easy use channel Easiness 64.5
Important service to follow yours investments Importance 87.1
This service brings comfort Comfort 87.1
About 87.1% of respondents share the perception that the use of internet banking services
or home broker brings a sense of comfort as they can be accessed from different places.
Convenience (77.4% agreement) is another feeling present in this channels use, since
access can be made at any time of day or night. The easiness of use is also perceived by
respondents, approximately 64.5% of respondents agreed that these channels are easy to
use.
These results are in line with those obtained by Prado (Prado, 2010) in his study on
assessing the quality of internet banking websites of important banks with operations in
Brazil. Among the most relevant attributes cited by respondents over the quality provided
by the websites are: ease of use and understanding, usability and response time and quality
of information, represented particularly by updating the available information.
Among the Kansei words identified, two stand out: privacy and security. The sentences
which referred to the feelings expressed by both words had the lowest percentages of
agreement among the respondents, 48.4% and 58.1% respectively. These results suggest
that not all respondents agree that when using the electronic channel for performing
financial transactions they feel that their privacy is respected or even they feel safe using
this channel.
Based on these results, the financial institutions that provide this type of service could
further explore the attributes of your website in order to reinforce the concepts of security
and privacy to their customers and thus gain new users for this services.
The Spearman Correlation Analysis, presented in Table 6, helps in understanding the
interrelationship between the affective needs identified previously. Comparing the degree
of agreement for each one of the statements among all respondents is possible to observe
that there is a high correlation between perceptions of easiness of use and security of the
channels (0.8). What means that respondents tend to evaluate the same way both
statements.
The perceived convenience of financial transactions via the web has also moderate positive
correlations with the emotional feelings of safety (0.58), ease of use (0.54) and comfort
(0.48).
Table 6. Spearman correlation for Kansei words.
Convenience Privacy Safety Easiness Importance Comfort
Convenience 1 0.34 0.58 0.54 0.38 0.48
Privacy
1 0.27 0.35 0.14 0.01
Safety
1 0.80 0.31 0.30
Easiness
1 0.45 0.15
Important
1 0.48
Comfort
1
The correlations highlighted in bold are significant at 5% significance level.
Since several of Kansei words show positive correlations, strong or moderate, we decided
to explore whether there are groups of respondents with similar affective perspectives,
using a statistical methodology known as Cluster Analysis (Hair et al., 1998).
For clustering, we used dummy variables constructed from the answers provided for each
of the statements presented in Table 5. If a person has agreed or totally agreed with the
proposed sentence, the corresponding binary variable takes the value 1, otherwise, received
value 0. Thus, the prerequisite for cluster analysis is met, which requires that all
dimensions used for the construction of homogeneous groups must be quantitative and
preferably have similar measures.
When a missing value is identified for any one of the dimensions considered on clustering
process all other observations of the same individual are excluded. Due to this restriction, 7
participants were excluded from analysis, leaving 24 for the construction of clusters.
Since the number of groups of respondents with different perceptions and affective is not
priory known, we adopted the hierarchical clustering method, which is more suitable for
this situation.
Through dendrogram chart analysis, we observed that three distinct groups are grouped,
each one with specific characteristics, as exhibited by Table 7. Although you can find
some differences in the profile of each of these groups, these results must be interpreted
with caution and in a exploratory way, since a low number of observations was used in
clustering process.
Table 7. Cluster Demography (average).
Cluster 1 Cluster 2 Cluster 3
Number of cases 6 13 5
Age 29.5 31.3 34.0
Gender (%male) 60.0 38.0 40.0
Financial Institutions 1.8 1.6 2.0
Information Clearness 73.7 78.8 55.0
Speed in solving questions 63.3 66.5 67.5
Service availability 83.3 75.3 72.5
%Educational level (MBA, Master/PHD) 40% 54% 20%
Kansei Words
Privacy 0% 100% 20%
Easiness 100% 100% 20%
Safety 100% 92% 0%
For example, Cluster 1 is composed mostly of men (60%) and has an average age of 29.5
years. The average satisfaction with the service availability is 83.3pontos of a scale ranging
from 0 to 100.
Cluster 2, is the most populous and comprising mostly individuals who have more
education, such as additional training in an MBA or Masters / PhD. Individuals still have a
satisfaction with the explicitness of information provided by the websites, giving an
average of 78.8 points, of a total of 100. The average age of these individuals is 31.3 years
against 34 years observed in Cluster 3.
When we evaluate Kansei words, Cluster 3 is one that has the lowest percentage of
agreement with the emotional aspects evaluated, showing a different behavior compared
with the other two groups.
5. Limitations and future researches
Among the limitations of this study we point the research sample design, because it is a
survey considering a convenience sample with few respondents. So, it is not possible to
generalize the findings to the entire population of Brazilian users of online financial
services.
However, it is still possible to identify opportunities to exploit new audiences and niche
markets, as well as developing services for financial transactions online resources
highlighting the best evaluated and perceived by customers.
Given the expansion of using this type of service offered by financial institutions in the
Brazilian market, future studies may also adopt a longitudinal approach to assess possible
seasonal variations of affective needs of internet banking and home broker users.
Moreover, it can be explored the impact on customers overall satisfaction or affective
needs about the quality of online service offered as well to explore new features offered to
this customers and also the affective needs of new users of this kind of service.
6. Final remarks and conclusion
Academically, the application of KE concepts presented in this study is relevant
because it is a subject that is little explored within and outside Brazil.
The results obtained using Kansei approach in the use of electronic channels such as
Internet banking and home broker are quite similar to those found by Prado (Prado, 2010),
whose methodological approach did not deal with the affective needs of online service’s
users.
The quantitative analysis results reinforce the expectations initially collected on qualitative
interviews about the importance of the credibility of financial institutions. Credibility is a
very important aspect considered by users of internet banking services and home broker
when they make investments through these electronic channels.
The feelings and affective needs (Kansei words) identified in the qualitative phase and then
validated in the quantitative one relate to the feelings of convenience, ease of use, privacy,
comfort and safety. By Spearman Correlation Analysis, we observed that some of these
words are strongly correlated, such as security and ease of use.
It can be noticed, in a general way, that the emotional perceptions of electronic financial
services channel users vary from one group to another of people. Through Cluster
Analysis, we identified three groups of customers whose perceptions and demographic
characteristics are different. This finding can be used as input to the IT and Relationships
Management departments in order to design websites that highlight the affective
perceptions of their niche of customers. In order words, customizing the relationship
according to the perceptions of each group of customers, financial institutions can improve
the use of their web services channels.
Design the product or service so that the perceptions and emotional security, ease of use,
convenience and comfort are highlighted tends to generate a positive result in overall user
satisfaction and thus make the online channel more accessed to customers of the financial
sector.
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8. Appendix
Quantitative survey questionnaire.
General questions:
1. Age (in years): ______
2. Gender: Male ( ) Female ( )
3. Educational level: High School ( ) Undergraduate ( )
MBA ( ) Master/PHD ( ) Others( )
4. Have you ever make some financial investment transaction (consider
financial investment like: savings, investment funds, stock,…)? Yes ( )
No ( )
5. In how many financial institutions do you concentrate your financial
transactions? ______
6. How frequent do you update about investments?
More than once a week ( ) Once a week ( )
Once a month ( ) Twice a year ( )
No update ( )
7. What kind of sources do you use?
Newspapers and Magazines ( )
Financial Institutions websites (that you invest) ( )
Discussion Forum online ( )
Face to face meetings ( )
Friends and family ( )
Financial consultancy ( )
In the following questions, please choose the level of importance for each one
of the statements:
(choose 1 – not important and 5 – totally important)
8. Financial institution credibility
9. Period of time that your money could not be withdrawal
10. Channels available for customer and financial institution communication
(internet website, call center, branches,..)
11. Do you usually use internet banking or home broker services?
12. Do you intend to use this services in the future?
For the following statements, please classify your opinion about the use of
electronic channels for financial transactions (Choose 1 – Totally disagree and
5 – Totally agree):
13. Consider essential that the service is available 24hours.
14. Feel that your privacy is preserved comparing with branches or call center
attendances.
15. Feel safe when use online transaction channels.
16. Internet banking is an ease to use channel.
17. Internet banking is a service that brings comfort to your life because it can
be access at any time and place.
Please, rate the following statements accordingly with your perception. Use
score equal to zero (0) to identify totally dissatisfy about the sentence and on
the other hand use 100 score when you feel to be fully satisfy.
18. I feel that information available in the websites is clear (explicitness).
19. Channel speed in solving questions.
20. Service availability (always that you need, the service was available for
use).
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