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Case Study on Customer’s Ambidextrous Nature of Trust in Internet Banking: Australian Context
Sujana Adapa (University of New England, Australia) and Fredy-Roberto Valenzuela (University of New England, Australia)
Copyright: © 2014
|Pages: 229EISBN13: 9781466649613|DOI: 10.4018/978-1-4666-4357-4.ch018
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Abstract
This case study provides information related to the Australian retail-banking sector and specifically about the electronic banking service delivery channels. As a Western nation, Australia is classified as a developed country with well-developed infrastructure, gross domestic product, per capita income, and economic status. A cross-sectional mall intercept survey was conducted in order to explore the trust related perceptions of the Australian consumers’ towards the internet banking service delivery channel. Trust is an important variable because of its high relevance to the success and/or failure of many businesses, products, and service offerings. Although there exists several benefits attached to the internet banking transactions, the survey carried out, indicates that there are a significant number of customers in Australia, who do not perform internet banking transactions due to lack of trust in the bank (or bank personnel or internet service delivery channel etc.). Consequently, results also indicate that a majority of the customers preferred to use internet banking transactions due to the trust that they have in carrying out these electronic banking methods. Therefore, this study provides information related to the ambidextrous nature of the trust component and how the aforesaid affects the consumer’s perception levels towards the adoption/non-adoption of internet banking in the Australian context. Moreover, this study provides results obtained through a cross-sectional mall intercept survey carried out in the Australian context and verbatim quotes obtained from the respondents in the form of open-ended comments. Furthermore, the implications related to bank managers, government, and policy-makers are presented.