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).