The impact of digital banking technology on brand trust among retail customers
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Keywords
Εμπιστοσύνη στο εμπορικό σήμα ; Brand trust ; Ψηφιακή τραπεζική ; Παραδοσιακή τραπεζική εξυπηρέτηση ; Τραπεζικά brands ; Συμπεριφορά καταναλωτή ; Ποιότητα υπηρεσιών ; Ψηφιακός μετασχηματισμόςAbstract
The present thesis aims to investigate and analyze consumer trust in banking brands, with particular emphasis on the transition from traditional banking services to digital service channels. In the contemporary business environment, the rapid digitalization of banking services has significantly transformed the way financial institutions interact with their customers, affecting customer retention, relationship management, and the development of long-term customer loyalty.
Drawing upon an extensive review of the relevant literature and supported by empirical research, this study examines the key factors that influence consumers’ trust in banking brands and explores how perceived service quality is maintained across both physical and digital banking environments. Particular attention is given to the impact of digital transformation on customer perceptions, attitudes, and trust toward banking institutions.
The primary objective of this research is to identify and evaluate the differences in consumer perceptions and levels of trust between traditional and digital banking service channels. Furthermore, the study seeks to determine the factors that can effectively enhance consumer confidence and facilitate the successful adoption of digital banking services. In addition, it proposes recommendations aimed at improving organizational efficiency while simultaneously strengthening customers’ perceptions of security, reliability, and trustworthiness in an era characterized by continuous technological advancement.
Ultimately, the findings of this research are expected to provide valuable insights into how banking institutions can strategically adapt their services to better meet evolving customer needs and expectations, while preserving the high standards of quality, credibility, and reliability that have traditionally defined the banking.