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Design für Kostentransparenz in Anlageberatungsgesprächen

Designing for Cost Transparency in Investment Advisory Service Encounters

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WIRTSCHAFTSINFORMATIK

Zusammenfassung

Anlageberatungen von Finanzdienstleistungsunternehmen weisen verschiedene Eigenschaften auf, die einer Beratungsqualität entgegenstehen. Die Beziehung zwischen Berater und Kunde ist durch den Mangel an Transparenz in Bezug auf den Beratungsprozess (welche Aktivitäten gibt es und warum) und die darin verwendeten Informationen (welche Information wird wozu verwendet und mit welchem Ergebnis) belastet, sowie in Bezug auf die entstehenden exakten Kosten der Dienstleistungen und der empfohlenen Produkte. In früheren Untersuchungen haben wir vorgeschlagen, die Themen Prozess- und Informationstransparenz mit den Mitteln kooperativer Informationstechnologie (IT) anzugehen. In diesem Beitrag liefern wir Argumente, dass solche kooperativen Tools auch eine Voraussetzung sind, Kostentransparenz zu ermöglichen. Hierzu beschreiben wir einen vollständigen Forschungszyklus aus Design, Umsetzung und Evaluation eines kooperativen IT-Werkzeugs zur Herstellung von Kostentransparenz, welches die Kunde-Berater-Beziehung auf der Beratungsebene unterstützt. Die Evaluationsresultate zeigen die Effektivität des Designs bezüglich einer erhöhten wahrgenommenen Kostentransparenz der Kunden als auch eine Steigerung der Zufriedenheit und der Zahlungsbereitschaft für die erhaltene Anlageberatung. Diese Ergebnisse stellen die generelle Vermutung der Finanzdienstleister in Frage, dass transparente, gebührenabhängige Beratungen weder von den Kunden akzeptiert würden noch wirtschaftlich zu empfehlen seien. Praktische Schlussfolgerungen aus den Ergebnissen für unterstützende IT-Systeme auf Beratungsebene werden diskutiert.

Abstract

Investment advisory services of financial service providers (FSPs) exhibit several characteristics that are detrimental to advisory quality. The interaction of advisor and client is strained by a lack of transparency regarding the advisory process (what activities are performed and why) and the information used therein (what information is used for what purpose and with what effect), as well as regarding the precise costs of the service and the recommended products. In prior research, we suggested that process and information transparency issues may be appropriately addressed with collaborative information technology (IT) artifacts. In this paper, we argue that collaborative, transparent artifacts may also be a premise of enabling cost transparency. To this end, we describe a complete research cycle of designing, implementing, and evaluating a shared cost-transparent IT artifact to support client-advisor interaction in investment advisory encounters. Evaluation results suggest the efficacy of our design in improving the clients’ perceived cost transparency as well as increase their satisfaction and their willingness to pay for the received investment advice. These findings may also challenge the common belief of FSPs that transparent, fee-based advisory services would neither be accepted by clients nor be economically viable. Practical implications of these findings for designing advisory encounters with supportive IT are discussed.

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Notes

  1. Es wird damit implizit vorausgesetzt, dass die Antworten auf die Likert-Items intervallskaliert behandelt werden können. Nichtparametrische Tests führen zum gleichen Ergebnis.

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Authors and Affiliations

  1. Fakultät für Informatik, Universität Zürich, Binzmuehlestrasse 14, 8050, Zürich, Schweiz

    Philipp Nussbaumer,  Inu Matter, Gian Reto à Porta &  Gerhard Schwabe

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  1. Philipp Nussbaumer
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  2. Inu Matter
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  3. Gian Reto à Porta
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  4. Gerhard Schwabe
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Correspondence to Philipp Nussbaumer.

Additional information

Angenommen nach fünf Überarbeitungen durch Prof. Dr. Winter.

This article is also available in English via http://www.springerlink.com and http://www.bise-journal.org: Nussbaumer P, Matter I, Reto à Porta G, Schwabe G (2012) Designing for Cost Transparency in Investment Advisory Service Encounters. Bus Inf Syst Eng. doi: 10.1007/s12599-012-0237-1.

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Nussbaumer, P., Matter, I., Reto à Porta, G. et al. Design für Kostentransparenz in Anlageberatungsgesprächen. Wirtschaftsinf 54, 335–350 (2012). https://doi.org/10.1007/s11576-012-0341-3

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  • DOI: https://doi.org/10.1007/s11576-012-0341-3

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