FACTORS THAT AFFECT THE TRUST OF CUSTOMERS IN INTERNET BANKING. THE CASE OF POLAND
Journal Title: VADYBA - Year 2013, Vol 23, Issue 2
Abstract
Consumer trust is an important factor in practically all business-to-consumer interactions and a crucial aspect of internet banking. Literature review on internet banking shows that the lacking of trust has to be considered to be one of the main reasons why consumers are still reluctant to conduct their financial transactions online. Internet banking transactions have some unique characteristics, such as the extensive use of technologies, there is no direct physical contact between the bank personnel and customer but there is high level of customer concern about security in online financial transactions e.g. identity theft and transaction fraud. This study seeks to investigate the factors that affect the trust of customers in internet banking. We focus on the following factors that influences the Polish consumers’ trust in internet banking: their perceptions about complexity, relative advantage, perceived risk, as well as their socio-demographic variables. The statistical data used in article has been based on publications and reports of the National Bank of Poland (NBP). To examine what influences customers’ trust in internet banking, we used results of NBP questionnaire survey conducted in 2012 on the payment habits of Polish households. Survey respondents documented in a payment diary over a three-day period, among others; all personally transacted expenditures, the relevant payment amount or means of payment used. The results in the paper showed that consumer trust in internet banking, is influenced by incomes, age and education. For example, the share of internet banking users is 85% for Polish university graduates. The findings of this study suggest that, in order to develop trust and to attract more users to internet banking it is essential for banks to develop secured internet banking systems that are trustworthy, for their users. Another outcome of this study is that perceived benefits of internet banking impact user trust and determine behavior motivation.
Authors and Affiliations
Andrzej Sołoma, Artur Wyszyński
Keywords
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