No abstract

Trust is important in strengthening the relationship bond between firms (trustees) and customers (trustors) generally and has been identified as having a particularly crucial role to play in the financial services sector given the damaging impact of recent turbulence and uncertainty on consumer confidence. This article reports on the findings of a study, which draws from the interdisciplinary convergent theories of trust to examine how two key constructs from this literature (that is, institutional trust and dispositional trust) influence consumers' trusting belief about their main bank. Data was gathered through a survey distributed to a convenience sample of UK-based employees working for a large corporation. The findings highlight the importance of structural assurance and to a lesser extent situation normality on trust. Nevertheless consumers remain unconvinced that their main banks share the same values as their own and that their communications are absolutely transparent.

So far very little attention has been paid to examining consumer perceptions of trust from an interdisciplinary perspective. The purpose of this study is to examine how consumer trusting belief and disposition to trust within the financial services sector vary on the basis of individual demographic differences in trust. The research provides new insights into how consumers with higher dispositional trust have higher institutional trust and higher trusting belief; and how consumers' trusting belief significantly differs according to their demographic background in terms of age, marital status, ethnicity and gross annual income. The findings offer useful insights for the managers in financial institutions to carefully consider the impact of the influence of these individual differences on consumer behaviour in order to serve the needs of consumers in their target market and be able to design financial products and develop trust building strategies to attract and retain them. They also call for the action of the regulators and the financial institutions to play their part in building strong institutional systems that contribute to engendering higher levels of consumer trust.

No abstract

The purpose of this paper is to study the impact of brand image on consumer trust through empirical investigation in the context of financial services