THE ROLE OF AUDIO-VISUAL METAPHORS IN AIDING THE COMMUNICATION OF CUSTOMER KNOWLEDGE - User Satisfaction Prespective

Abstract

The purpose of this paper was to examine the implications of employing multimodal user interaction in Electronic Customer Knowledge Management Systems (E-CKMS). There are various challenges to E-CKMS mentioned in current literature and reported (trust and knowledge hoarding, structured transfer of knowledge and content and relevancy issues). As empirical CKM studies that examine the role of multimodal interaction in this field are generally lacking, this paper reports research conducted to evaluate this role and measure user satisfaction. This evaluation was undertaken empirically by developing two E-CKMS experimental platforms (text with graphics only and multimodal). The major findings indicated that user satisfaction was significantly improved by using multimodal metaphors. Further investigation is needed to determine the usefulness of two multimodal versions on E-CKMS instead of comparing text with graphics only with multimodal.