Kundförtroende

: Digitaliseringen av banktjänsters påverkan på kundförtroendet

Abstract

The banking industry is constantly changing. Where traditional banking offices are discontinued and the digital banking services are added. This has created a new kind of relationship between the bank’s customers and the bank, where the physical relationship has decreased and the digital relationship has increased. It then became relevant to study how the bank’s customers has been affected when banks digitize their services. The purpose of this study is to explore the digitization of banking services impact on customer’s trust to the bank. The study is based on a quantitative method. The quantitative method is based on a positivistic and deductive approach which is based on theories and tests the three hypotheses of the study. The empirical data was collected by an Internet survey. The Internet survey was answered by 182 respondents. The theoretical frame of reference presents theories that intend to clarify the background of the study. Digitization, uncertainty and risk are the theories that make up the study’s influencing factors towards customer trust in the bank. The result shows that digitization of banking services, the perceived uncertainty in the digitization of banking services and the perceived risk in the digitization of banking services has a negative correlation with customer trust in the bank.