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Building Trust in e-banking: Where is the Line between Online and Offline Banking?

Yap, K.ORCID: 0000-0002-9901-2612, Wong, D.H. and Bak, L.R. (2009) Building Trust in e-banking: Where is the Line between Online and Offline Banking? In: Australian & New Zealand Marketing Academy Conference (ANZMAC) 2009, 30 November - 2 December 2009, Melbourne, VIC

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Abstract

This paper examines the role of situational normality cues (online attributes of an e-banking website) and structural assurance cues (size and reputation of the bank, and the quality of traditional service at the branch) in a consumer’s trust in and use of e-banking. Data were collected from a survey and a usable sample of 202 was obtained. Hierarchical moderated regression analysis was used to test the model. Results show that traditional service quality and website features that give customers confidence build trust in e-banking. Bank managers should use good service at the branch as an opportunity to build trust in e-banking.

Item Type: Conference Paper
Conference Website: http://anzmac2009.org/
URI: http://researchrepository.murdoch.edu.au/id/eprint/55303
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