An integrative model of installed online trust in the financial services industry
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Trust is crucial for any long-term consumer–vendor relationship. It is a central component in many traditional and electronic commercial activities. Studies to date have mostly examined the antecedents that influence initial online trust (new customers), neglecting installed trust in the online company. Thus, the purpose of this article is to test an integrative model of installed online trust in the financial services industry. An online survey conducted with 476 panel members reveals that three website features, namely, design, perceived security/privacy and information quality, as well as quality of support (relationship characteristic), positively affect installed online trust. Findings show that unlike for initial online trust, reputation (company characteristic) does not influence installed online trust. The study also confirmed that installed online trust influences the four levels of loyalty (cognitive, affective, conative and behavioural). Some practical implications are provided.
Keywordsinstalled trust online relationship integrative model relationship marketing financial services industry
The authors thank the Social Sciences and Humanities Research Council of Canada (SSHRC) and the Chair in Financial Services Management for their financial support, and Isabelle Brun, Professor of Marketing at Université de Moncton, for her contribution to data collection.
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