Trust as the Key to Loyalty in Business-to-Consumer Exchanges (PDF)
Trust Building Measures in the Banking Industry
(Sprache: Englisch)
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...
Tara Ebert investigates what trust building measures in the banking...
sofort als Download lieferbar
eBook (pdf)
53.49 €
26 DeutschlandCard Punkte
sammeln
- Lastschrift, Kreditkarte, Paypal, Rechnung
- Kostenloser tolino webreader
Produktdetails
Produktinformationen zu „Trust as the Key to Loyalty in Business-to-Consumer Exchanges (PDF)“
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.
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.
Lese-Probe zu „Trust as the Key to Loyalty in Business-to-Consumer Exchanges (PDF)“
4 Research Design and Results (S. 90-91)This chapter will provide data about consumer trust in banks. Therefore, open response expert interviews, an online mail/web survey, and a Computer-Assisted Telephone Interviewing (CATI) are done to answer the research question and to test the hypotheses. The results gained through the main survey (400 completed interviews) will be presented and discussed. The results from the five expert interviews and the pre-study (74 completed questionnaires) were used to supplement the main study, but will not be described in this chapter. The discussion of the results is divided into four sections, data collection and sample, descriptive results of the main study, evaluation of the goodness of the model, and the testing of the hypotheses as well as trust building measures. The results were analyzed in respect of a German representative population survey.
4.1. Data Collection and Sample
To analyze trust building measures, three types of surveys were done: Expert interviews, an online questionnaire, and CATI. The following sections describe the pre and main studies’ chosen research designs.
4.1.1. The Unstructured Expert Interviews
The results of the expert interviews are especially important for the formative measurement to guarantee full operationalization, as well as to provide further important measures and antecedents of consumer trust that have not as yet been analyzed in trust research. The survey was conducted in an unstructured, face-to-face interview with five experts including a bank employee and bank customers.
The advantage of the nondirective interview is that, within the bounds of the topics of interest, the respondent is given maximum freedom to respond (MALHOTRA/BIRKS 2007, p. 381). Maximum freedom is required to acquire all the relevant trust building measures. In contrast, a semi-structured questionnaire might have guided the interviewee in
... mehr
a specific direction. Thus, the survey was an open response interview focusing on the (preliminary) question: What trust building measures does the banking industry utilize and what leads to mistrust?
4.1.2. The Pre-Study: Online Questionnaire
The indicators needed for the operationalization of the constructs were collected from the empirical studies and the expert interviews. The purpose of this pre-study was to pre-test the collected indicators and to enhance the developed theoretical model. Specifically, the research objectives were to: a) Optimize the research design, i.e. the questionnaire, in respect of its wording, understanding, and further aspects for the main study; and, b) Optimize the operationalization of the constructs in order to shorten the main study questionnaire.
The design of the questionnaire includes the following components: An introduction, identification of the respondents’ trust propensity regarding banks, an open question in which the respondents have to provide the name of a bank of trust and one with no trust. Furthermore, the respondents had to evaluate the degree of agreement with the various attributes of the bank concerning reputation, security, specific trust, customer satisfaction, loyalty, involvement, and demographics. The rating was done on a seven-point Likert scale31, because in literature a seven-point rating scale is recommended as an optimum (UNTERREITMEIER 2004, p. 102).
The survey was conducted by mailing an invitation to participate in an online questionnaire to approximately 150 bank customers at the beginning of August 2007. The sample procedure employed to select the interviewees was a mixture of convenience and snowball sampling technique, which is a nonprobability sampling technique (LEHMANN ET AL. 1998, p. 305). This technique is normally used in the exploratory stages of a research project or for the pretesting of a questionnaire (AAKER ET AL. 2007, p. 393).
The lack of e-mail addresses and the technique’s low costs also made it a suitable choice. The processing time required for the survey was about 30 minutes. The questions were also randomized to minimize effects due to the order of items (BÜHNER 2006, p. 63). 74 online questionnaires (approx. 50%) of the pre-study were fully completed.
4.1.2. The Pre-Study: Online Questionnaire
The indicators needed for the operationalization of the constructs were collected from the empirical studies and the expert interviews. The purpose of this pre-study was to pre-test the collected indicators and to enhance the developed theoretical model. Specifically, the research objectives were to: a) Optimize the research design, i.e. the questionnaire, in respect of its wording, understanding, and further aspects for the main study; and, b) Optimize the operationalization of the constructs in order to shorten the main study questionnaire.
The design of the questionnaire includes the following components: An introduction, identification of the respondents’ trust propensity regarding banks, an open question in which the respondents have to provide the name of a bank of trust and one with no trust. Furthermore, the respondents had to evaluate the degree of agreement with the various attributes of the bank concerning reputation, security, specific trust, customer satisfaction, loyalty, involvement, and demographics. The rating was done on a seven-point Likert scale31, because in literature a seven-point rating scale is recommended as an optimum (UNTERREITMEIER 2004, p. 102).
The survey was conducted by mailing an invitation to participate in an online questionnaire to approximately 150 bank customers at the beginning of August 2007. The sample procedure employed to select the interviewees was a mixture of convenience and snowball sampling technique, which is a nonprobability sampling technique (LEHMANN ET AL. 1998, p. 305). This technique is normally used in the exploratory stages of a research project or for the pretesting of a questionnaire (AAKER ET AL. 2007, p. 393).
The lack of e-mail addresses and the technique’s low costs also made it a suitable choice. The processing time required for the survey was about 30 minutes. The questions were also randomized to minimize effects due to the order of items (BÜHNER 2006, p. 63). 74 online questionnaires (approx. 50%) of the pre-study were fully completed.
... weniger
Autoren-Porträt von Tara Ebert
Dr. Tara Ebert promovierte bei Prof. Dr. Manfred Schwaiger am Institut für Marktorientierte Unternehmensführung der Ludwig-Maximilians-Universität München.
Bibliographische Angaben
- Autor: Tara Ebert
- 2010, 2009, 198 Seiten, Englisch
- Herausgegeben: Tara Ebert
- Verlag: Gabler, Betriebswirt.-Vlg
- ISBN-10: 3834983071
- ISBN-13: 9783834983077
- Erscheinungsdatum: 23.09.2010
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: PDF
- Größe: 1.45 MB
- Ohne Kopierschutz
- Vorlesefunktion
Sprache:
Englisch
Kommentar zu "Trust as the Key to Loyalty in Business-to-Consumer Exchanges"
0 Gebrauchte Artikel zu „Trust as the Key to Loyalty in Business-to-Consumer Exchanges“
| Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
|---|
Schreiben Sie einen Kommentar zu "Trust as the Key to Loyalty in Business-to-Consumer Exchanges".
Kommentar verfassen