Trust in Online Banking: Hard to Earn, Easy to Lose

Respondents were also asked to suggest actions their bank could take to increase confidence in its ability to protect personal information. The most important issue with online consumers is setting limits on the sharing of personal information with third parties. This finding is also consistent with the results of our 2005 Online Consumer Permissions Study. According to that study, consumers want control over their online experience.

A second strategy to gain trust is to have fewer annoying, irrelevant ads or marketing promotions on the Web site (including ads from other online merchants). Only 21% reported that their bank's e-mails always or usually contain information they want to receive.

Finally, in response to worries about identity theft, customers want online banks to demonstrate good identity verification procedures. This might include denying access to accounts if their identity cannot be verified and notifying them as soon as possible if there has been unauthorized access to their accounts.

The rewards for listening to and respecting the concerns of online consumers can lead to greater trust. And, in the world of online banking, trust is positively related to consumer acceptance and greater use of online banking services.

 

 

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