Examining customer evaluations across different self-service technologies

Purpose – This study aims to examine the influence of different self-service technologies (SSTs) on customer satisfaction with and continued usage of SSTs. Specifically, it compares an interactive voice response (IVR) SST and an online SST from the same provider to assess how to manage these parallel SSTs.

Design/methodology/approach – A tracking study was used, beginning with a survey of n = 957 SST users to test a model pertaining to SST satisfaction across IVR and online SSTs. These SST users were then tracked over 12 months. The association between customer satisfaction with and continued usage of the SSTs was examined using behavioural data from the service provider.

Findings – While the overall model was found to be valid across both types of SSTs, perceptions of factors including ease of use, perceived control and reliability differed for IVR and online SSTs. Satisfaction with SSTs is linked with users’ continued use of SSTs, but is not a barrier to users’ adoption of newer SST forms.

Research limitations/implications – Highlighting the rapid developments in this field, a new SST was introduced by the provider to respondents during the 12-month tracking period, thus complicating the results. Further studies could include the customer purpose for using SSTs as a variable.

Practical implications – The findings offer support for organisations offering a suite of SSTs, even if they serve the same purpose. Customers evaluate SST types differently, and even satisfied SST users switch to different SSTs when they become available. Allowing customers to choose the SST that best suits them appears to be good practice.

Originality/value – This study develops a comprehensive model of customer SST satisfaction that is used to undertake a comparison of two different types of SSTs, which has been missing from prior research.

Understanding consumer adoption of internet banking : an interpretive study in the Australian banking context

This paper reports key findings from an interpretive study of Australian banking consumer experiences with the adoption of internet banking. The paper provides an understanding of how and why specific factors affect the consumer decision whether or not to bank on the internet, in the Australian context. A theoretical framework is provided that conceptualizes and links consumer-oriented issues influencing adoption of internet banking. The paper also provides a set of recommendations for Australian banks. Specifically, the findings suggest that convenience is the main motivator for consumers to bank on the internet, while there is a range of other influential factors that may be modulated by banks. The findings also highlight increasing risk acceptance by consumers in regard to internet-based services and the growing importance of offering deep levels of consumer support for such services. Gender differences are also highlighted. Finally, the paper suggests that banks will be better able to manage consumer experiences with moving to internet banking if they understand that such experiences involve a process of adjustment and learning over time, and not merely the adoption of a new technology.

Implemetation of electronic commerce and human resource strategies in an Australian retail banking context

As organisations deploy eCommerce and internet technologies for competitive advantage and to satisfy increasingly demanding customers, they will need to develop human resource (HR) strategies that prepare their employees to work with these technologies effectively. Little systematic investigation has been undertaken to discover how companies manage their HR functions to achieve these outcomes. In the retail banking sector these issues have become very important with increased competition, industry changes and heightened competition. This paper examines HR management strategy in one Australian bank as it moves towards online service provision and adopts other eCommerce applications. The paper draws on theoretical insights from Porter’s (2001) views of competitive advantage from the internet and writers discussing the informational society (Castells, 2001) and post-fordist organisations (Clegg, 1990). An analysis of interview data from this case study shows the issues that one bank is dealing with as it seeks competitive advantage from its customer service offerings while it revises its HR strategies.

An online credential management service for InterGrid computing

Grid users and their jobs need credentials to access grid resources and services. It is important to minimize the exposure of credentials to adversaries. A practical solution is needed that works with existing software and is easy to deploy, administer, and maintain. Thus, credential management services are the wave of the future for virtual organizations such as Grid computing. This paper describes architecture of a scalable, secure and reliable on-line credential management service called SafeBox for InterGrid computing platform. SafeBox provides InterGrid users with secure mechanism for storing one or multiple credentials and access them based on need at anytime from anywhere.

Online peer mentoring with pre-service teachers : a learning experience

In 2010, 34 pre-service teachers at Deakin University were invited to use Web 2.0 technologies to support practicum in rural and regional schools. Students in their final year of the Bachelor of Education Primary course were given access to an online forum, a ‗ning‘, to facilitate development of mentoring relationships within a community of peers. Access to the ning was presented as an optional extra available only to students undertaking their professional experience in rural and regional settings. Based on the work of Le Cornu (2005), mentoring was framed as a collaborative and collegial arrangement through which participants could hone the interpersonal and critical reflection skills crucial to practicum. A ning was selected as it: 1) allowed the creation of a closed, protected social network with customised options, and 2) requires little technological skills and investment of time from participants in terms of setting up a profile and participating in the online community. These features seemed to make it an ideal platform for pre-service teachers to analyse and reflect on professional experience. However, the small pre-service cohort did not choose to access the site. This unexpected outcome seems to challenge contemporary discourses about the current generation‘s attitudes to web based technology. It also highlights the importance of coupling use of template-based online tools, such as the ning, with awareness of Bourdieu‘s (1977) social capital to ensure uptake. In capturing the learnings from the project and systematically reviewing relevant literature, this paper provides a set of recommendations for conceptualising and engaging pre-service teachers in the use of online forums.

Then and now: developing capacity and transforming pedagogy in online pre-service teacher education

The aim of the study reported in this paper was to evaluate the perceived benefit of video-recorded interviews as an alternative to the traditional lecture format in pre-service teacher education programs. Pre-service teachers traditionally struggle with the gap that they perceive exists between the theories taught at university and the practical competencies they require as teachers in primary and secondary school contexts. Additionally, they report that the shift from face-to-face to online delivery of course content, rapidly being adopted in the tertiary environment, seems to have often been made without associated shifts in format and pedagogy.

In the previously mentioned study, participants were drawn from cohorts of more than 300 pre-service teachers enrolled in an inclusive Education course in the Faculty of Education of an urban Australian university. The course was delivered both online and face-to-face on three campuses of the university to students in three different Education programs. In order to provide an alternative to the traditional lecture format, the developer of this course initiated and created video-recorded interview dialogues which were subsequently uploaded into the Faculty’s Learning Management System for student access. The interviews, conducted by the Course Coordinator, were held with a number of professionals with field experience relevant to key concepts of the course.

Data were collected from Student Evaluation of Teaching and Learning (SETL) questionnaires. The questionnaires were designed to gather both quantitative and qualitative data from the pre-service teachers about the extent to which the use of video-recorded interview dialogues enhanced their learning. In particular the questionnaires sought to ascertain whether, in the views of the pre-service teachers, this delivery method, first, engaged and interested them, and, second, assisted their learning through linking theory to practice. This paper provides a synthesis of the study’s findings and explores their implications for the delivery of learning experiences in both the online and on-campus modes of pre-service teacher education programs. A focus is placed on how video-recorded interviews can be used to enhance resource accessibility and to increase pre-service teachers’ engagement and learning in coursework.

Brand orientation and service quality in online and offline environments: empirical examination in higher education

This study examines the relationship between perceived brand orientation (PBO) and service quality (SERVQUAL) in both online and offline education environment. A total of 476 questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between PBO and service quality (SERVQUAL). The “interaction” dimension of PBO is significantly related to all elements of SERVQUAL in both groups. The “affect” dimension is only significantly related to the “tangibles” dimension in the online groups and is not significantly related to all SERVQUAL dimension in the offline groups

Pre-service visual art teachers’ perceptions of assessment in online learning

This paper reports on a study conducted into how one cohort of Master of Teaching pre-service visual art teachers perceived their learning in a fully online learning environment. Located in an Australian urban university, this qualitative study provided insights into a number of areas associated with higher education online learning, including that of assessment, the focus of this paper. Authentic assessment tasks were designed within the University’s learning and teaching framework of constructive alignment and were sequenced across the three semesters of the visual art program. Analysis of data collected through a questionnaire and semi-structured interviews revealed that participants largely held very positive attitudes about the suite of online assessment tasks, particularly in light of (a) the collaborative learning that took place, (b) the nature, structure and sequence of the tasks, and (c) the ways in which the tasks contributed to their workplace readiness.

Organizational factors in the diffusion of an industry standard: implementing an online documentation system for Australian exporters

At present, governments in many countries are actively engaged in the development of electronic trading and certification standards to enable the smooth operation of export markets. Standards and their usability underpin confidence in the operations of markets and their effective functioning. In institutional markets, an important role for government agencies lies in developing the initial specifications for standards for interoperable systems. Once these specifications are accepted, governments can then facilitate the eventual diffusion of a standard to the B2B marketplace. Acceptance of an industry standard can determine demand, which defines the viability of that market. In this paper, we describe an initiative by a government agency, the Australian Quarantine and Inspection Service (AQIS), in developing EXDOC, a standard for export documentation and the role that AQIS played in its implementation and diffusion. Our case study illustrates a successfully facilitated B2G implementation. It demonstrates how a standard can be supported and promulgated for the effective functioning of markets in the transition from manual to online export documentation. Once the overarching specifications for related industries have been established and diffused by government, opportunities arise for private sector markets to develop across these industries. Government agencies can promote the effective operation of standards for electronic markets. The EXDOC implementation and its iterations provide an exemplar of active engagement in the development of electronic trading and certification standards for an institutional market. Its successful diffusion provides a model of the implementation process for other export sectors and agencies.

Moving personal tax online: the Australian Taxation Office's E-Tax initiative

In exploiting the capabilities of online technologies, governments have developed policies and launched projects to conduct transactions and deliver their services through the Internet. The motivations for this include cost cutting, efficiency improvements, service enhancements, and leadership in business transformation. However, these diverse goals are not necessarily consistent, especially in the early stages of implementation. The e-government initiative discussed in this case study (E-Tax) provided an additional service to individual Australian taxpayers by enabling them to file their tax returns online. This case study provides an analysis of the E-Tax implementation in the first three years of its operation. Data on E-Tax use compared to other filing methods show that the package worked well technically, was favorably received by users, and was consistent with policy on e-government. However, adoption levels in the early stages did not meet government targets. The analysis suggests that impediments to a greater level of E-Tax use included entrenched patterns of filing, the nature of the taxation system, and political sensitivities. The E-Tax case demonstrates how complex e-government projects can be and the need to take contextual factors into account in planning and evaluating e-government implementation.

Establishing quality online: supporting productive academic teams

Quality online education requires successful management of resources and services. This paper examines the increasing need to support productive academic teams and foster collaboration in developing a high quality online environment. The paper is based on a study into academic support services and collaboration at Deakin University. The provision of quality support was found to be increasingly challenging given the complexity of the online university environment. A number of recommendations arise out of the study including some practical changes to service, the need to commit to innovation, the importance of frameworks and standards as well as a range of broader cultural, organisational and political changes.

Transacting with citizens: Australian government policy, strategy and implementation of online tax lodgement

Many governments have shown leadership in encouraging their citizenry to conduct transactions on-line. The policies that underpin these initiatives refer to a blend of civic benefits and efficiency goals. They combine the rhetoric of customer service with social shaping through ‘government as model user’ and procedures that require online activities. Many initiatives are described as ‘electronic service delivery’, terms that indicate an intention to provide much more than an additional channel for government interaction with citizens. Australia, as an innovator in eGovernment is a good example of this approach and its national government has specified policy goals for its online strategy. In this paper we examine the case of one Australian online delivery initiative, electronic tax lodgement (e-tax) and consider how well that initiative has met the policy goals of the government. Combining insights from Rogers’ Diffusion of Innovation theory and political analysis, we outline potential difficulties that governments face in implementing ESD initiatives. Our conclusion from this case study is that the provision of good technology is only a small part of the ESD challenge. It shows how success of an ESD implementation may yield contradictory outcomes in terms of overall eGovernment strategies. This case highlights the need for long-term
implementation plans and integration of initiatives with broader government strategy.