Navigating Online Trust and Loyalty

Abstract

This study explores the impact of perceived online trustworthiness on consumer behavioural loyalty towards digital banking services in Malaysia's financial services sector. By integrating the dimensions of competence, consistency, benevolence, and integrity, this study aims to understand how these online trust dimensions influence consumers' perceived value and subsequent behavioural loyalty. Using data collected from 255 digital banking users, the study reveals that all the dimensions of online trust significantly affect consumer perceived value, which in turn influences behavioural loyalty. The mediating role of perceived value was testified and confirmed. The findings highlight the importance of enhancing perceived trustworthiness to increase online user engagement and loyalty. This research contributes to the existing literature by providing insights into the psychological mechanisms behind consumer loyalty and offering practical implications for financial service providers aiming to improve their digital banking services.