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Strategies for building and communicating trust in electronic banking: A field experiment
Author(s) -
Yousafzai Shumaila Y.,
Pallister John. G.,
Foxall Gordon R.
Publication year - 2005
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20054
Subject(s) - trustworthiness , situational ethics , perception , business , portfolio , electronic banking , field (mathematics) , marketing , internet privacy , the internet , psychology , finance , computer science , social psychology , world wide web , mathematics , neuroscience , pure mathematics
The strong association between the high levels of trust and the banking sector has not yet been translated in the electronic world to its full potential. For the future growth of e‐banking the issues of security and privacy must be removed. In an experimental setting, this study examines the effectiveness of potential trust‐building strategies for e‐banking and their impact on on‐line customers' perceptions of trustworthiness of the bank, by specifically focusing on the information clues presented on the bank's Web site. Structural assurance and situational normality mechanisms both had an impact on customers' trustworthiness perceptions, suggesting that banks need to use a portfolio of strategies to build the customer's trust. The results further suggest that communication of meaningful and timely information has the potential to influence customers' trusting intentions. © 2005 Wiley Periodicals, Inc.