Title:
Promoting
Trust and Commitment in the Online Banking
Services
Abstract: The
lack of consumer trust has been traditionally considered
a major factor that impedes a more rapid development of the online
transactions
and commercial relationships. Thus, in this project we put forward a
model that
studies the role of perceived website privacy, security, usability and
reputation as antecedents of consumer trust to a website in the context
of
online financial services. We also analyze the trust-commitment
relationship in
the online banking context since commitment is a key variable for
establishing
and maintaining successful long-term oriented relationships with
customers. The
data, which were collected thanks to a web survey using
Spanish-speaking
subjects, showed that website security and privacy, usability and
reputation
have a direct and significant effect on consumer trust to a financial
services
website. In addition, consumer trust is also positively related to
relationship
commitment to that website.
Authors: Luis V.
Casaló, Carlos Flavián and Miguel Guinalíu