Kundförtroende inom digital bankverksamhet
Sammanfattning: During the last two decades, technological development and digitalization have had a major impact on societies worldwide. Industries have been forced to adapt to the technological development and implement new technology in order to remain competitive. The banking sector has undergone a transformation, in which traditional banking operations have become digital. Digital banking and the distance between bank and customers which follows, brings new challenges to the sector, such as elevated risks and new conditions to interact and build customer relationships. Majority of existing literature in the area of digital banking have focused on the adoption and acceptance of digital banking, while research of how trust among customers are affected by the digitalization remains limited. Therefore, our study aims to fill this gap. Trust is essential in any kind of relationship, and crucial in digital banking. The purpose of this paper is to investigate if digitalization affects customer trust in the context of digital banking. Further, the paper investigates whether perception of risk and perception of relationship affect customer trust in digital banking. Three hypotheses were developed based on existing research, predicting that digital banking usage, perception of risk and perception of relationship with the bank have an effect on customer trust. This study adopts a quantitative method, where data were collected through an online survey questionnaire. In total, a sample of 171 were obtained. Proposed hypotheses were tested using a multiple regression analysis, where our three independent variables were analyzed against the study’s dependent variable, and the two controlling variables age and gender. The empirical findings revealed that digital banking usage do not have an effect on customer trust in digital banking, while the perception of risk in digital banking has a significant influence on customer trust. Moreover, the perception of relationship with the bank has a significant influence on trust. Finally, age was shown not to moderate the relationship between independent and dependent variables, while gender was shown to have a relationship with independent and dependent variables. Empirical results aim to help the banks understand which factors are affecting customers’ trust and focus their attention to develop safer security systems and develop stronger relationships with their customers to build and maintain trust.
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