Recognising the factors affecting customer trust in online banking services among Iranian banks Online publication date: Mon, 05-Dec-2022
by Saeideh Naseri; Arshia Taimouri; Reza Zare; Korosh Emamisaleh
EuroMed J. of Management (EMJM), Vol. 4, No. 4, 2022
Abstract: The main purpose of this study is to investigate factors impacting customer trust in online banking. The statistical population of the research consisted of all individuals benefiting from online banking and residing in Tehran city in Iran. The samples were selected randomly, and the interview and questionnaire instruments were used for data collection. After collecting the questionnaires, interviewing bank managers and related experts, and examining the research background in this domain, we employed exploratory factor analysis to investigate the customer trust-impacting indices in online banking. Then we started the modelling process, extracted the final model and identified nine effective indices (including main and sub-variables) of customer trust. Regarding the main factors, the results showed that the two factors, including service familiarity and service quality of online banking, had positive and significant effects on customer trust, while the risk aversion factor had a negative and significant effect on customers' trust in online banking.
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