Interactive Customer Knowledge Management Systems: a Comparative Evaluation of Users’ Perception of Trust and Level of Knowledge

This paper aimed at examining the role of various interactive technologies in aiding Electronic Customer Knowledge Management Systems (E-CKMS). The development of E-CKMS encounters several challenges including trust and knowledge hoarding, and comparative studies that evaluate the potential of interactive technologies are lacking. Therefore, an investigation was carried out to uncover this potential, and measure users’ perception of trust and level of knowledge in three E-CKMS interaction modes. This involved implementing three E-CKMS experimental platforms (text with graphics only (VCKMS), one aided by speech with earcons, and auditory icons (MCKMS), and another enhanced with speech, earcons, and facial expressions (ACKMS)). Three groups of users (n=20 each) were instructed to test the three platforms independently, and fill a questionnaire devised to measure aspects of perception of trust and level of knowledge. Results suggested that levels of users’ trust and knowledge were higher in the interactive conditions than in the traditional approach. Key-Words: Customer, Knowledge, Interactive, Trust, Earcons, Auditory icons, Facial Expressions, Speech