User Experience Analysis on Banking Contact Center Mobile Application Using The HEART Metrics and Eye Tracking

Abstract

Banking Contact Center is a service that bank customers can use to contact someone who represents the bank. Customers can use this service for reporting banking and complaints. One of the platforms that customers can use is the banking contact center mobile application, where customers can contact customer service at the bank quickly and safely. The Problem is how to provide the most satisfactory experience for customers when using the banking contact center mobile application. The research aimed in order to determine user satisfaction with using the banking contact center mobile application and for data collection using quantitative and qualitative methods, this research combined HEART metrics with sub-variables (Happiness, Engagement, Adoption, Retention, and Task Success) and eye-tracking methods. This study used a sample of 140 participants to complete a questionnaire that included the HEART metrics instrument and 20 respondents to perform several tasks on the banking contact center mobile application to generate an eye-tracking analysis. This research has academic and business implications. Academically, this research provides new insights to increase knowledge about satisfactory user experience with a combination of 2 methods and can be a reference for further research with different objects. Furthermore, in terms of business, this research helps to increase and improve user satisfaction on the banking contact center mobile application and can also be a reference for increasing user satisfaction on other contact center mobile applications.