Multimedia Technology in the Financial Services Sector: Customer Satisfaction with Alternatives to Face-to-Face Interaction in Mortgage Sales

Participants (N=71) took part in mortgage interviews with a human agent interacting with a computer using four different communication modes: a standard video ink, a video link with video-data, the telephone and face-to-face. Video-plus-data came significantly higher in the rankings than phone. It is argued that video-plus-data was found to be more useful than phone, as it provided the participants with more feedback on their mortgage negotiation. Usability and preference were highest for face-to-face. Usability of video was significantly higher than video-plus-data. Comments made by the participants suggest that this may have been due to the split-attention effect and it is argued that this could be diminished by usability improvements. There were no significant differences in usability between the two video services and the telephone. Reasons for this are explored. Differences between genders were also discovered with the phone being judged to be less usable by male participants. If face-to-face mortgage interviews are to be supplemented by other communication channels then users would find video-plus-data the most acceptable, but there is much room for further improvements in usability. DOI: 10.4018/978-1-4666-1954-8.ch008