Benevolence, integrity and competence : dimensions of trust in internet banking

Consumer trust plays a vital role in the development of long- term relationships between an organisation and its customers. Despite a plethora of research on trust in a general retailing context, the concept has been somewhat overlooked in the area of internet banking. This paper aims to fill the gaps in the literature by determining whether previously identified dimensions of trust, including benevolence, integrity, and competence, are applicable in an internet banking environment. The paper also examines how a better understanding of these dimensions may aid marketers in the development of a ‘trustworthy’ website. The study proposes, and concludes, that a higher consumer perception of benevolence, integrity, and competence is positively related to a higher level of consumer trust. The article also suggests that there are a number of other factors that may moderate this relationship. The inding simply that those involved in the marketing of internet banking services must aim to enhance the consumer’s perception of benevolence, integrity, and competence, in order to gain trust and engage in meaningful customer relationship programs.