THE PERCEIVED RISK AND TRUST IN THE BANK'S BRAND ON THE MOBILE BANKING USER VISION

Thayssa Lamas Gelenske,Carlos Denner Santos Jr,Josivania Silva Farias

doi:10.21714/2179-8834/2018v23n2p1-22

Abstract

This research investigated the relationship between perceived risk by bank customers in the use of Mobile Banking (MB) and their trust in the bank's brand. The descriptive research was applied with 356 Brazilian customers that access their banking account via smartphones or tablets. Data analysis was performed using: descriptive and non-parametric statistics. The results show: the correlation between perceived risk in using the MB and the trust in the bank's brand; the influence of perceived risk in the use of MB on trust in the bank's brand; and the significant differences in perceived risk and trust in the bank's brand considering the profile variables: age, gender, income, length of relationship, type of transaction and frequency of access to MB. This study may enlarge knowledge about the perceived risk in the use of technology and trust in the brand and can generate insights for the development of appropriate relationships strategies to different audiences on the use of mobile technology.

Highlights

The banking organizations have sought efficiency (PÉRICO; REBELATTO; SANTANA, 2008), aiming to optimize the use of resources necessary for their relationship with the clientele
The population corresponded to bank customers who use Mobile Banking (MB)
This research had as objective to investigate the relationship between perceived risk in the Use of Mobile Banking (MB) and trust in the brand of the bank

Summary

Introduction

The banking organizations have sought efficiency (PÉRICO; REBELATTO; SANTANA, 2008), aiming to optimize the use of resources necessary for their relationship with the clientele. Among the ways of improving the Bank operational efficiency are the alternative channels of customer service, expanding the self service. Banks have been investing in self-service technologies aiming at the reduction of staff costs and infrastructure. With the growing use of Mobile Banking (MB), it is necessary to understand the needs, fears and specificities of the client user of this channel, aligning the interests between bank and customer, for "providing a consumer experience each time more friendly in this channel and offer products and services that best fit in this environment" (FEBRABAN, 2013, p.9). "The percentage of use of channels available for transactions in Brazilian banking network points to a consistent movement of migration to digital media." (FEBRABAN, 2017, p.9)

Methods

Findings

Discussion

Conclusion