Quality framework for credence-based informational services: applying Kano’s method

Abstract

Accommodating user’s behaviour at the service conceptualisation stage is considered as a much-favoured approach to design quality online services. This research attempts to understand user’s information search behaviour in credence-based information situation through identifying and differentiating the salient quality attributes of informational services. Credence theory is integrated with information quality research to advance the understanding over online informational services in credence context. Moreover, a conceptual framework of information quality is proposed to address the credence-based information situation. A case of online counselling in India is taken for the study. Kano’s method of survey and analysis is applied to test the model. The results of this research are used to form a house of quality matrix for service innovation where quality attributes are translated into procedural requirements of service design. The research shows that users in credence-based service context have serious concerns about who is providing the information and how information is disseminated. Information design has an enormous potential of innovation under interactivity and accessibility dimensions.