Religiosity and customer trust in financial services marketing relationships

  • Basem Masoud AlhazmiEmail author
Original Article


This research investigates the influence of organisational religiosity and customer religiosity on trust in financial services marketing relationships, through their effect on organisational trustworthiness and customer trust, respectively. A conceptual model has been developed, validated, and tested using 765 self-administered survey responses from a convenience sample of banking customers in Saudi Arabia. Exploratory factor analysis and structural equation modelling were utilised for data analysis. The results reveal that two organisational religiosity dimensions, namely organisational religious observance and organisational religious promotion, have positive and negative effects on trustworthiness, respectively. In addition, customer religiosity has been found to profoundly influence customer trust in financial services marketing relationships. Discussion of these results as well as their implications is offered at the end of the paper.


Trust Customer religiosity Organisational religiosity 



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Authors and Affiliations

  1. 1.University of Edinburgh Business SchoolEdinburghUK

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