Trust as the Key to Loyalty in Business-to-Consumer Exchanges

Trust Building Measures in the Banking Industry
2009
ISBN: 978-3-8349-1622-8
Verlag: Gabler Verlag

Buch, Englisch, 198 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 326 g

Trust plays an important role in business relationships. It is, therefore, one of the most discussed and analyzed phenomena in the literature on business-to-consumer interactions.

Tara Ebert investigates what trust building measures in the banking industry should comprise. She deduces a critical conceptualization of consumer trust from the specific view that consumer theory takes. By means of an extensive trust research analysis, she establishes a complex model which she analyzes empirically. The findings show that reputation and perceived security of a bank are the two key factors in trust building. The author presents new and analytical insights which can be employed to deduce better targeted marketing implications for consumer trust building by banks.

Zielgruppe

Research

Autoren/Hrsg.

Ebert, Tara

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie
• Wirtschaftswissenschaften Finanzsektor & Finanzdienstleistungen Bankwirtschaft

Inhaltsverzeichnis

Consumer Trust as a Key to Organizational Success.- Trust Model for Analyzing Measures of Trust Building in the Banking Industry.- Research Design and Results.- Discussion, Summary, and Future Prospects.

Über Autor(innen)

Dr. Tara Ebert promovierte bei Prof. Dr. Manfred Schwaiger am Institut für Marktorientierte Unternehmensführung der Ludwig-Maximilians-Universität München.