User Friendly and User Satisfaction Model Aligned With FinTech

Abstract

This chapter investigates user friendliness and user satisfaction at Ministry of Works (MoW), Kingdom of Bahrain. Literature is focused on Technology Acceptance Model (TAM), Perceived Ease of Use (PEOU) as having a positive link to user friendliness. Findings show that user friendliness has a positive and significant impact on user satisfaction. This is empirically tested with a sample of 131 employees, a quantitative approach using SPSS Version 25, Pearson Correlation, Factor and Regression Analysis. Findings contribute to the existing body of knowledge in providing insights on factors influencing user satisfaction. Limitation of the study include small sample size, convenience sampling, and no interactive effects examined. Further studies should measure other variables such as user resistance to change and environmental factors. Other studies on user confidence level could also be investigated. User confidence has a major role in improving customer satisfaction.

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Chapter 17
DOI: 10.4018/978-1-7998-3257-7.ch017
ABSTRACT
This chapter investigates user friendliness and user satisfaction at Ministry of Works (MoW), Kingdom of
Bahrain. Literature is focused on Technology Acceptance Model (TAM), Perceived Ease of Use (PEOU)
as having a positive link to user friendliness. Findings show that user friendliness has a positive and
significant impact on user satisfaction. This is empirically tested with a sample of 131 employees, a
quantitative approach using SPSS Version 25, Pearson Correlation, Factor and Regression Analysis.
Findings contribute to the existing body of knowledge in providing insights on factors influencing user
satisfaction. Limitation of the study include small sample size, convenience sampling, and no interactive
effects examined. Further studies should measure other variables such as user resistance to change and
environmental factors. Other studies on user confidence level could also be investigated. User confidence
has a major role in improving customer satisfaction.
User Friendly and User
Satisfaction Model
Aligned With FinTech
Khalid Ahmed Al-Emadi
Arab Open University, Bahrain
Zorah Abu Kassim
Arab Open University, Bahrain
Anjum Razzaque
https://orcid.org/0000-0002-7455-4175
Ahlia University, Bahrain

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User Friendly and User Satisfaction Model Aligned With FinTech
INTRODUCTION
Ministry of Works, Bahrain, is a government entity, involved with public works in Kingdom of Bahrain.
In 1992, Ministry of Works (MoW) is known as Public Works and Electricity & Water Authority. By year
2001 this government organization was re-named as Ministry of Works (MoW). The ministry’s major
functions are construction and maintenance of roads, bridges, flyovers, construction of governmental
buildings such as public schools and government buildings. IT Helpdesk system (aka SMART Service
desk System) plays a chief role in delivering a simple and efficient means to provide IT support to us-
ers. IT Helpdesk System is an ITIL (IT Infrastructure Library) system, offers an all-in-one, effective IT
process, and helpdesk support.
The SMART Help Desk System has been in the market since 2007 (Smart Service Desk System,
n.d.). The current IT Helpdesk system in MoW requires improvements and enhancements to improve IT
services efficiency and effectiveness. There are users’ complaints on system’s interface being not user-
friendly such as difficulties in searching for tickets, and inability to use the back button of webpages.
User friendly is defined as being easy to use and learn. User friendly involves systems, applications,
equipment, and processes (Bashir & Madhavaiah, 2014) from computers or in the field of IT, with a clear
interface, easy navigation, and is well organized (Sönmez, 2018, & Mai, Tuan, Yoshi, 2013). Moreover,
a user-friendly interface is concise and well-built so that users will feel comfortable using the system
(Mai, et.al., 2013).
Another opportunity observed by the scholars of this study is to further align the SMART Help Desk
System with FinTech to further improve user friendly and acceptance from the end-user point of view, i.e.,
those users who pertain to the contractors, suppliers etc., involved in the maintenance and construction
projects within the Kingdom of Bahrain. As a result, the aim of this study is also to provide a review of
literature to comprehend what is FinTech and how the Ministry of Works of Bahrain can indulge using
this for improving the end-user acceptance of the SMART Help Desk System.
TAM (Technology Acceptance Model): TAM (Technology Acceptance Model) by Davis, (1989)
has two beliefs; Perceived Usefulness (PU) and Perceived Ease-of-Use (PEOU) for user’s acceptance.
Davis, (1989) defines PEOU as the measure to which the potential user expects the system to be effort-
free. Thus, there is a positive link between Perceived Ease of Use (PEOU) and user friendly, which leads
to customer’s satisfaction. Therefore, it is probable to determine a cause and effect relationship between
User Friendly and User Satisfaction. TAM is particularly tailored for modeling users’ acceptance of in-
formation systems or technologies (Abdul Nasser & Prabhakar, 2017). TAM is renowned for applicability
across various situations. TAM was primarily meant to explain the impending user’s behavioral inten-
tions while using a technological innovation such as information systems (Bashir & Madhavaiah, 2014).
In addition, this model includes five factors: perceived ease of use, perceived usefulness, behavioral
intention, attitudes, and actual usage (Alsamydai, 2014). TAM demonstrates that perceived usefulness,
perceived ease of use as per user acceptance is directly linked to user-friendly, as whenever these elements
exists, a system is user-friendly, hence, users will feel comfortable and happy to use it (Davis, 1989).
Moreover, according to TAM, these two beliefs Perceived Usefulness (PU) and Perceived Ease-of-Use
(PEOU) are primary significance for user’s acceptance and can improve the level of confidence towards
information system (such as a Helpdesk System). Nevertheless, PU refers to the potential user’s subjec-
tive likelihood that the use of a certain application will increase his or her performance. Davis, (1989)
defines PEOU as the measure to which the potential user expects the system to be effort-free. There
is a positive link between Perceived Ease of Use (PEOU) and user friendly, which leads to customer’s

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User Friendly and User Satisfaction Model Aligned With FinTech
satisfaction. According to Lim & Ting (2012), PEOU is a major determinant of attitude towards user’s
behavior. Online retailers for example, are recommended to make digital marketplace simple to learn
and easy for consumers to be skilled in using the user’s interfaces, i.e. as user friendly as possible in
order to increase users’ satisfaction.
Benefits of User-Friendly: A user-friendly interface enables users to understand how to operate a
system without the need to refer to a user manual. In addition, the flow of actions is short and fast, so
that users will not go through many steps and not waste time to perform a task (Scholtz, & Mahmud,
2016). User-friendly interface is created in a way that enables customers to revert in case of errors and
offers correction alternatives. Moreover, the user-friendly interface is concise and well-built that users
will feel comfortable using it (Mai, et.al, 2013). Another important benefit of a user-friendly interface
is that customers can customize how it “looks” and “feels”. For example, a customer can change the
interface color to the color he/she likes, and to change the fonts and backgrounds (Mai, et.al., 2013).
User friendly concept is also used in mobile banking (Ahmadi, Bahrami, & Ahmad, 2016). TAM model
assists in formulating the theoretical foundation for determining the important factors, which contribute
to consumers’ usage of the Internet as a distribution channel for Financial Services (McKechnie, Winkl-
hofer & Ennew, 2006). A user-friendly system encourages participation of citizens and organizations in
e-government acceptance (Olushola & Abiola, 2017). Moreover, banks must design user-friendly websites
to reduce the technophobia of customers (Agha & Saeed 2015). According to Intana & Chansa-ngavej,
(2010) banks should ensure that customer user-interface toward the online banking application to be
user-friendly and understandable. The terminologies used within the web site must be self-descriptive
and allows the users to benefit from the desired service without external assistance from bank’s person-
nel. Banks further need to streamline mobile banking features to design additional user-friendly system
interface (Abadi, Kabiry, & Forghani, 2013).
Studies on User Friendly: Mohan, Ahmad, Kong, Yew, Liew & Mat, (2013), concludes that the
internet-banking portal should be user-friendly, because not many users are familiar with computer and
the Internet especially demographically aged users. User-friendly allows internet-banking services to
have operational simplicity, and ease of use to manage transactions between banks and customers. E-
banking service is focused on building an agile and simple experience, from the perspective of the user.
User-friendly dimension simplifies the operation, which leads to a better banking experience (Intana &
Chansa-ngavej, 2010). In addition, enhancing the security for online transactions and motivating cus-
tomers to perform internet banking is needed. Consumer acceptance or adoption of e-banking services,
accessibility, convenience, design, and content of e-banking portal are sources of satisfaction (Tan,
Chong, Ooi & Chong, 2010). From students’ perception of the use of Table Desktop (TPC) is easy to use
(user-friendly) will certainly affect attitude towards TPC (El-Gayar, Moran, & Hawkes, 2011). Programs
aiming at positively influencing students’ attitude (and thus acceptance) should aim at performance and
effort expectancy.
In another study, Bogart & Wichadee, (2015) concluded that perceived ease of use, vastly stimulates
the acceptance of a system because as a user-friendly tool enabling users to establish voice-calls and
send messages instantly. As such, this system can be applied to create many classroom activities. User
friendly is also applied in the context of e-learning (Al-Rahmi, Othman, & Yusuf, 2015, Nuamah, &
Darko, 2016). Mavroidis, Karatrantou, & Koutsouba, (2013) study that by using analytical and systematic
directions, technical support and the use of a helpdesk have a significant impact on perceived ease of
use. User friendly as a feature is paramount to usage of a system in three different contexts of internet
banking, E-Learning, and use of national Databases.

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User Friendly and User Satisfaction Model Aligned With FinTech
Aligning FinTech with Technology Acceptance: It is important to understand how FinTech facilitates
the philosophy of this study. Advances in technological spawned innovations in financial services: in
the emergence of FinTech, which integrates technology with finance with a view to providing payment
services regarded as highly utile for consumers (Chang et al., 2016). FinTech is a financial service that
integrates finance and technology. FinTech is not a new concept. Such a service was initially termed as
“financial technology” in the 1990s and “digital finance” or “e-finance” in the 2000s. The investment
in FinTech arose from 4.05 billion USD in 2013 to 122 billion USD in 2014in the USA, where, in 2016,
more than 7 trillion USD worth of FinTech transactions occurred in the US. In China, in the same year,
up to 4 trillion USD worth of transactions were reported (Razzaque et al., 2019; Chang et al., 2016). The
high rate of adoption of FinTech has been attributed to transparency and cost effectiveness in as much as
FinTech eliminates financial “middlemen” in the financial intermediation process. FinTech firms lever-
age disruptive business models enabling, in the latter example, investors to self-manage their investment
portfolios without brokers resulted in reduced transaction costs (Kim et al., 2016; Zavolokina et al., 2016).
Ample literature explains consumers’ motivation for using a product/service through the intrinsic and
extrinsic factors. Intrinsic factors drive activity performance involving achievement of desired objectives/
goals without any tangible incentive/s. Extrinsic factors drive activity performance under conditions in
which there are tangible incentives for achieving objectives/goals. External factors are the causes to the
extent to which individuals lack intrinsic motivation (Hur, 2017; Vallerand & Reid, 1984). There are
three suggested external factors driving FinTech adoption and continued use: cost savings, customer
friendliness and ease of access (Leonga et al., 2017; Lee & Shin, 2015). Seamless transactions, from
which consumers derive benefit in the form of speedy transactions, involve employment of innovative
customer-friendly financial service platforms reshaping the financial ecosystem i.e., the interstices be-
tween financial and IT firms is blurring (Zavolokina et al., 2016). Convenience of using FinTech stems
from ubiquity in access given that consumers can execute financial transactions using mobile platforms
(Leonga et al., 2017; Hung & Luo, 2016; Lee & Shin, 2015) anywhere in terms of location. As a result,
it is the opinion of the scholars of this study to incorporate the features of user friendly as antecedent
in determining user satisfaction. Ministry of Works IT HelpDesk scenario can be a reflection on the
adoption of FinTech within government organizations in Bahrain.
METHODOLOGY
The target population is 1000 employees who work at MoW in different directorates. Total sample size
is 623 users (employees) who use a computer, and who are employees of directorates at MoW. Conve-
nience sampling was used. Respondents are employees preselected from respective directorates. 131
employees (users) of MoW responded to the self-administered questionnaire. Measures of items were
from published sources. The following table contains the respondents’ details:
Analysis of the total Respondents: SPSS Version 25 was used. Data were analyzed by use of de-
scriptive, Pearson Correlation, Factor and Multiple Regression. From the sample size, males are in the
majority of respondents(68.7%), relatively younger (mean=37.5 years), relatively educated (70.2% with
a bachelor’s degree) with an educational background predominantly in engineering . Respondents are
having the job designation of technical and Senior in the Ministry of Works. Overall, sample consist
predominantly of younger men from an engineering background who hold the positions of Technicians
and Senior in the Ministry of Works. Their educational background and age could have an effect on their

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User Friendly and User Satisfaction Model Aligned With FinTech
awareness level on the functions and usage of the IT HelpDesk. To assess the accuracy of measures used,
Cronbach’s α reliability analysis is executed to test reliability and internal consistency of user friendly
and user satisfaction. Pearson Correlation analysis was conducted between User Friendly (Independent
Variable, IDV) and Users’ Satisfaction (Dependent Variable, DV). Findings show 0.76. Hence, the cor-
relation between both variables is significant.
A Factor analysis is conducted to analyze responses by using Varimax rotation and extraction method.
Factor analysis is done on ten items that measures User-Friendly. Eight items were retained because of
a higher factor loading of more than 0.6 and labeled as Ease of Use according to literature. Eigenvalue
is 4.7, which is 58.8 percent explained the variance. KMO is 0.87 and Cronbach reliability (α) is 0.90
indicating that items are reliable. User Satisfaction had five items retained because a high factor loading
of more than 0.6. The factor is labeled into Satisfaction according to literature. Eigenvalue is 3.1, which
Table 1. Respondents details
Respondents Frequency Percent Cronbach’s α
Gender
Female 41 31.3
Male 90 68.7
Age
18 –27 years old 19 14.5
28 –37 years old 54 41.2
38 –47 years old 36 27.5
48 –58 years old 18 13.7
Above 58 years old 4 3.1
Age Mean is 37.5, SD is 9.98
Highest Level of Education
Bachelors 92 70.2
Diploma 20 15.3
Masters 16 12.2
PhD (Doctorate) 2 1.5
Secondary 1 .8
Educational Background
Architecture, Building Environment, Urban Planning &
related 16 12.2
Business Management, Commerce, & Social Sciences 33 25.2
General Engineering, Civil & related 59 45.0
IT & related 18 13.7
Sciences & Mathematics 5 3.8
Current Job Position
Chief 8 6.1
Director & Above 6 4.6
Head 15 11.5
Senior 53 40.5
Technician 49 37.4
User-friendly 0.9
Level of user-satisfaction 0.84
N=131

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User Friendly and User Satisfaction Model Aligned With FinTech
is 61.6 percent of the variance. This indicates that satisfaction accounts for the 61.6% of the variable.
The KMO is 0.85 and Cronbach’s α reliability is 0.84; indicating that items responses is reliable. To test
the hypotheses, a regression analysis further conducted on these variables as shown below:
Regression analysis indicates that the significance level of Ease of Use is 0.00 (i.e. <0.05), hence,
a positive and significant impact on user’s satisfaction. The findings indicate that a user friendly that
is ease of use could be for example, having a friendly and captive design style, helps the users of the
organization feel at ease in using the system. This will naturally enhance utilization of the system.
CONCLUSION
The study concludes the following answers to the research questions. A user-friendly interface which
focuses on ease of use provides user satisfactions. The finding of this study gives a strong indication
that adoption of technology needs to embed ease of use as a dominant feature in being user friendly.
This means that any new technology if there is a high probability that users will adopt the technology
then user friendly remains a key factor in determining user satisfaction. A new technology may be
technically sophisticated but not be easy to use will probably result in non-adoption of such technology.
In relation to FinTech, being ease of use will improve the probability that a user will be well-versed to
using FinTech on the Internet. As a result, this poses a better likelihood of user satisfaction is assured
to adopt the FinTech products and services online. In relation to the Kingdom of Bahrain, the public in
this country is quite aware and knowledgeable in using the Internet and the devices that are integrated
on the Internet. Therefore, this indicates that aligned with findings of this study, the public in Bahrain
are ready to adopt FinTech if the products and services comply with the human computer interaction
standards and are easy to use.
IMPLICATIONS
User experiences have five characteristics (utility, usability, aesthetics, identification and value) have
an impact on customer satisfaction (Badran & Al-Haddad, 2018). Users are satisfied with a system that
provides them with a friendly interface with features and tools. Similarly, in a study conducted by Seraj
&Wong (2014), users were satisfied using tablet devices than mobile phones because of tablets’ larger
Table 2. Results of Regression Analysis of Ease of Use on Satisfaction
Independent Variables Beta t Sig
Ease Of Use .46 6.72 .000*
R 2.62
Adjusted R 2.61
a. Dependent Variable: Satisfaction
*sig. p<0.05

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User Friendly and User Satisfaction Model Aligned With FinTech
screen size and clarity of information presented. Baabdullaha, Alalwanb, Ranac, Kizginc, & Patilc, (2019),
indicate a strong relationship exists between actual usage behavior and customer satisfaction. Customer
loyalty shows that a strong prediction by both usage behavior and users’ satisfaction. Findings of this
study contribute to the existing body of knowledge by providing awareness on factors that influence
users’ satisfaction in addition what was investigated the knowledge management research topic, e.g.,
(Razzaque et al., 2020; Razzaque, et al., 2019; Razzaque, 2019; Razzaque & Eldabi, 2018; Razzaque
et al., 2012; Razzaque & Alalawi, 2015; Razzaque & Karolak, 2010). A user-friendly system interface
will also have a positive impact on users’ satisfaction.
Other implications findings of this study will benefit government sectors with IT HelpDesk systems.
Generally, users are impatient when it comes to browsing for services and are reluctant to use it if too
cumbersome. Therefore, it is essential that managers ensure IT Helpdesk system include a User-friendly
graphical user interface (GUI) (Zanjani, Edwards, Nykvist & Geva, 2015) to encourage users to utilize
it. Management should aim at ensuring when users report an incident, users are able to use the system
with a modern and easy-to-use interface. Financial Institutions such as banks can benefit by improving
current online banking systems to make it easier to use by customers enabling them to contact support
personnel if need to. The overall implication is that system quality and user satisfaction should be main-
tained and enhanced to achieve positive benefits to the business.
LIMITATIONS OF THE STUDY
Sample size is small due to low response rate (21%). 623 users were chosen because they were employees
who used computers daily in their work. Pilot testing was done that resulted in a reduction of items in
the questionnaire to enable a higher response rate. However, data collection period was only done for 2
months. A prolonged data collection period could have resulted in a higher response rate.
Convenience sampling used because being relatively inexpensive and an easy option but affected
generalizability of results of the study. Only one independent variable and one dependent variable in-
vestigated. No interactive effects as only linear relationships were examined. This is because statistically
analysis employed is linear multiple regression.
Another limitation of the study is there could be a lack of awareness of the IT HelpDesk among the
users in terms of fully utilizing the system and enhanced features such as raising complaints through the
Help Desk. Therefore, there is a need to provide intensive training to users on utilization of features so
that the HelpDesk can be effective.
FURTHER STUDIES
Future research can measure other factors; customer or user resistance to change and environmental factors.
Quality of services could also be investigated. User satisfaction is influenced by perceived benefits and
service quality (Philip & Zake, 2017); especially within the FinTech perspective, i.e., by considering the
role and integration of FinTech. Further studies can be conducted on users’ confidence level. Confidence
factor had a large role in improving consumer satisfaction, trust and satisfaction variables simultaneously
affecting consumer loyalty (Daud, Farida, Andriya & Razak, 2018). A longitudinal assessment can be
taken understand consideration, as this study’s data collection was cross sectional.

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