Attractiveness

In electronic service environment in which customers’ service operations are based on self-service logic it is important that customers perceive the self-service environment to be appeal-ing. Otherwise, they might lose their interest in operating in it. In the earlier literature on usability as well as electronic services (mainly the quality of electronic services) the above described phenomenon is discussed with terms such as ‘aesthetic design’ (Yoo and Donthu 2001; Gounaris et al. 2005), ‘visual appeal’ (Loiacono, Wason, and Goodhue 2000), or

‘visually attractive’ (McKinney et al. 2002).

As earlier literature embraces a “bits and pieces” type approach by suggesting distinct attributes to characterize the design of the Web sites or the quality of electronic services, this study suggests a more extensive approach on characterizing attractiveness in the con-text of electronic insurance services. Attractiveness is perceived as one of the most funda-mental characteristics of customer-friendly electronic insurance servicescape as a whole. It indicates the extent of how appealing and convenient the electronic insurance servicescape is perceived by the customers.

Two sub-categories were discovered to explain the essential nature of attractiveness as it is understood in the context of the study. These sub-categories are: visual informa-tiveness and functionality. From the perspective of the electronic insurance servicescape dimensions attractiveness is especially reflected through “visual outlook”, “information”,

“transactions”, and “personal assistance” (Figure 35).

Following the logic introduced in chapter 8.1.1, the connections between the sub-cat-egories of attractiveness and the dimensions of the electronic servicescape are illustrated with bar graphics in the Figure 35. In addition, the extent of how intensively each di-mension of electronic servicescape is associated with the sub-categories of attractiveness is depicted through the height of the bars. However, also here it is important to remember

that the height of the bars is not based on quantitative measuring. The differences in the sizes only roughly illustrate the intensity of the electronic servicescape dimensions on “attractiveness” as a characteristic for creating appealing electronic insurance service experiences.

Visual informativeness

One of the most fundamental nuances of visual informativeness in the context of attrac-tiveness refers to a tendency to lighten the electronic service environment. In this regard, visual informativeness in the context of attractiveness indicates the means of bringing lighter, livelier, and more customer-friendly elements to the electronic service environment.

Even though a general conception about the nature of insurance business reflects, for instance, conservativeness, and seriousness, the empirical results indicate that (electronic) insurance services do not necessarily have to be boring or deadly serious. Instead, lively, cheerful, and even playful elements can be included in the electronic servicescape as the citations below indicate:

P11: Makes a boring impression [traditional example], that’s true, so those [novel ex-ample] are sort of playful looking but still a more pleasant looking site.

P17:Why do insurance sites need to be heavy and dreary, they can also include some fun.

P16: Why should there be such masses of text where the language is jargon like in the first box where you started of… couldn’t they also in Finland add this kind [novel example], not everything has to be so grave and fervent. Insurance doesn’t mean it has to be that way.

The empirical results also reveal that interviewees associated customer orientation (i.e. cus-tomer-friendliness) of a service provider with “visual informativeness” in the context of attractiveness. In this regard, the “insurance cover evaluator”, and “lighter” appearance

FIGURE 35. CONCEPTUALIZING “ATTRACTIVENESS”THROUGH THE DIMENSIONS OF ELECTRONIC SERVICESCAPE

Personal Assistance

Visual Oulook

Information Transactions

ATTRACTIVENESS

Visual

Informativeness Functionality

Visual Oulook

Information

in general, were perceived a felicitous approach for bringing insurance matters closer to customers’ mindset as can be interpreted through the following citations:

P4: … in my opinion that [”insurance cover evaluator”] is quite successful, in a way it pretends that you don’t have to read all those things, instead you realize something by doing yourself, as you’re moving something [an object or a character] into your insur-ance. Probably it’s easier for people to think that now I’m putting my car into the bas-ket, compared with starting to read about it.

P16: …you experience insurance as something boring, so this would be one way to bring it closer to the consumer.

P3: For sure anyone who has not used often rather uses the one on the right [novel example]… it’s more… popular… it sort of talks to you as a human being… this is more friendly and perhaps more consumer oriented.

Continuing the discussion presented in chapter 7.2 referring to the characteristics of the novel electronic insurance service environment customer orientation also includes a learn-ing aspect. In this regard, the empirical results suggest that it is easier and more attractive to introduce insurance matters to, for instance, youngsters and children, with the light, clear, and interesting appearance, and thereby, prepare them for the future already before the need of insurance becomes urgent and acute for them. This argument is established through the following citations:

P15: … if I had 10-year-old kids, those pictures [novel example] might work in that I would go through with the kids what insurance is. Here [traditional example] I couldn’t get them involved that’s for sure. And I experienced just that when my older daughter moved away from home, she didn’t have a clue about insurance.

P19: You can, I would think some young, 18-year-old, who is used to using a computer and is moving away from home and is in need of the first insurance, could be that it would be easier for him or her to map out the information playfully on the Internet, instead of having some aunty call this person who’s almost still a teenager and would just be talking away, and then on the [phone] he would just go okay, not knowing what he just bought. So at least it helps to comprehend what it is you just insured.

On the other hand, learning about insurance by increasing the visual informativeness of the electronic insurance servicescape to improve its attractiveness, was not perceived to be targeted to young customers only. Instead, the empirical results reveal that older custom-ers, although naturally not all, might be enthusiastic about operating in a more visual electronic insurance servicescape, as well. This argument is established through the fol-lowing citations:

P17: … for a [young person] it is definitely easier with such a clear, clear and somewhat more interesting appearance to like, get information, to get interested in insurance.

P16: It discourages me, so it’s also not an age question.

P14: Right. As an older person I can say, I’m probably the oldest one here, so I wouldn’t read that [traditional example]. Even though I read a lot, but I just wouldn’t feel like…

I’d rather use that one [novel example].

From the perspective of the electronic servicescape, the connection between the “visual out-look” dimension and attractiveness becomes evident. The interviewees paid attention es-pecially to the role of “illustrative attributes”, such as colors and pictures, in improving the attractiveness of the electronic insurance servicescape, and encouraging customers to operate in it. The citations below support these arguments:

P6: … yes, the right one entices more to read it and to get into it because it’s visually more appealing. Colors and so forth.

P14: … all these symbols are quite clear [novel example]. And you’ll find more informa-tion from them when you move along… it would be nice to think about building up an insurance coverage together with the family, if you have such a site [”insurance cover evaluator”], even children would have a good time.

In addition to “visual outlook”, the empirical results indicate that visual informativeness in the context of attractiveness was strongly reflected by “information” presented on the Web. Especially the role of “organizing attributes” (i.e. volume and structure) was per-ceived essential by the customers.

Information volume refers to the amount of information available for the customers on the Web environment. The empirical data reveals that too much information was per-ceived as depressing and unattractive by the interviewees. Instead, short and concise logic in presenting the information was preferred by the interviewees as the last of the following three citations citation establishes:

P10: … if those pictures were a bit more boring or matter-of-fact, it would definitely top the left one [traditional example] which I wouldn’t have the energy to read, it would make me tired right away, I wouldn’t even try. Hopeless.

P18: … if they put a lot of jargon on the first page already, it can discourage you a bit, in looking for information.

P14: … think very carefully about what to put there. That it’s short and sweet and gives an answer to whatever is the issue.

Concerning information structure, the empirical results indicate that pure text without any highlighting or organizing elements is not a preferable solution in making the elec-tronic insurance servicescape more attractive from the customers’ point of view, in fact, it is just the opposite. In addition, it reminds the customers of the traditional logic of presenting insurance information through masses of text with a small font as is expressed through the following citation:

P15: … this one on the left seems more interesting [novel example]. That one [tradition-al example] is only text whereas this other one, you [novel example] can start searching for more information by yourself step by step. That is [traditional example] boring looking, looks just like the small print, which is normally included in the insurance terms.

All in all, the empirical results show that “visual informativeness” generally increases at-tractiveness of the electronic insurance servicescape. In addition, it seems to be possible to bring insurance matters closer to customers’ mindset, and in that sense, make them more appealing to the customers with the help of “visual informativeness”.

Functionality

In addition to referring to trustworthiness, the empirical data indicates that functionality of the electronic services can be considered as an essential feature of characterizing the attractiveness of the electronic insurance servicescape as well. From the perspective of the electronic insurance servicescape model, functionality is especially referring to the “trans-actions” dimension. Thus, functionality indicates the extent of electronic services working properly in order to get customers attracted to use them.

The empirical results reveal that while performing electronic transactions, (e.g. buying insurance, or reporting a claim) too demanding and complex transaction process, even though functional in terms of technology, may be perceived unattractive by the custom-ers. In that case, customers may be reluctant to continue operating in the electronic servic-escape. These insights are supported by the citations below:

P9: … does it make sense to make such a form which needs to be filled in in advance if no one is able to do it? If there is too many and too complicated questions, then it’s just the same to ask them per email and get the answers at some point.

P4: This one [novel example] probably gets like ordinary, or just anybody, any person to do it. If it were terribly complicated, you would just look at the first page and go like, okay great.

Increasing visuality of the electronic insurance servicescape is important from the per-spective of attractiveness but it alone is not enough. Electronic services should also be functional in order to get the customers attracted in using them as is established through the discussion above. Functionality especially refers to the real electronic transactions such as buying and reporting a claim.

All in all, as the discussion of this sub-chapter suggests, visual informativeness, howev-er, seems to play the most crucial role in making the electronic insurance servicescape (more) appealing and attractive. In addition, attractiveness, in turn, plays a very crucial role in creating appealing service experiences in the electronic insurance servicescape. This argument is elaborated further in the next sub-chapter while the causal relationships between clear-ness, trustworthiclear-ness, and attractiveness are discussed.