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Dienstverlening via de smartphone: een onderzoek naar de invloed van situationele en demografische factoren op de kanaalvoorkeur van Agis klanten.

Kerver, R.J. (2013) Dienstverlening via de smartphone: een onderzoek naar de invloed van situationele en demografische factoren op de kanaalvoorkeur van Agis klanten.

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Abstract:Background: A majority of the large serviceproviders in the Netherlands have an online selfservicechannel nowadays where customers can find information conceirning their account. For example online banking and selfservices such as My Vodafone, My Nuon and My Agis. Most of these selfservices are also accessible from tablets and smartphones. In practice, apart from mobile banking, most people in the Netherlands rarely use any of the other available selfservicechannels via tablet or smartphone. This research attemps to answer why people rarely use these services with a tablet or smartphone. It is possible that people regularly make use of the same channel, however this situation they’re in can influence their choice. For example you have a health insurance from Dutch health insurer Agis, normally you would call them for questions, but when your in a loud train you could prefer to use their mobile website. The chance you grab your smartphone could be even more likely when your still in your twenties, then when your sixty years old. This is an example where situational and demographic factors influence the channelpreference of the user. This study tries to determine the influence of situational and demographic factors on channelpreference by using a questionnaire including a vignettestudy. A channelpreference study using vignettes is similair to the approach of Pieterson (2009), Hofste (2011) and Oenema (2012), but what makes this study unique is the focus on two relatively new communication channels: the tablet and the smartphone. This study uses the situational factors found in the qualitative research about the perceived usefulness of mobile services by Gummerus & Pihlström (2011). Method: A questionnaire including a vignettestudy was conducted with 1508 customers of the Dutch healthinsurance company Agis. The goal was to identify which factors influence the channelpreference of customers. The sixteen vignettes where split into four groups of four vignettes. Each customer was randomly assigned to one of the four groups and was asked to answer what channel they would use in the specific situations. Customers who already use the pc, tablet or smartphone version of My Agis where asked to give satisfactionrates and answer questions about the channel characteristics of My Agis via the smartphone. Results: All four of the situational factors (time, location, lack of alternatives and uncertain conditions) and all four demographic factors (age, sex, education and ethnicity) were of significance on the preference for the smartphone. Some surprising results were found in contrast to other research: female and non-Western customers had a bigger preference for the smartphone then male and Western customers. All of the situational factors where significant for the tablet, but education was found to be the only significant demographic factor.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/63520
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