This paper frames trustworthiness as the key upstream construct of trust and recognises that trust operates at two levels in services relationships, with a number of key drivers that are mediated by trustworthiness. Our findings are supported by survey data from customers of UK financial services, with the data points captured over a number of years which allow for fluctuations in trust level.Empirically we find that trustworthiness impacts both the cognitive and affecting dimensions of trust, with the impact being greatest on cognitive trust. As a result of our findings it is possible for practitioner to implement policies to not only build trust but also deal with issues where there is a need to rebuild it, as in the case of our research setting.
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The purpose of this research is to identify the factors that influence an omnichannel experience. Omnichannel is an emerging approach to retailing that responds to the changing nature of how customers shop in alternation between online and offline shops, and the increasing use of digital devices (e.g. smartphones and tablets), as a consequence retailers are focusing and establishing a seamless integrated approach to their services. Omnichannel is now a hot topic in retailing but there is a lack of empirical studies into the factors that influence an omnichannel experience. Using a mixed methods approach, we propose and empirically test a conceptual model that identifies four factors influencing an omnichannel experience: brand familiarity; customisation; perceived value, and technology readiness. We conceptualise omnichannel to include three key channels; in-store, online and mobile. 246 questionnaires were collected and analysed using PLS-SEM and 11 interviews with marketing/omnichannel professionals. Our results indicate that brand familiarity has a strong influence on omnichannel (in-store, online and mobile) while perceived value has a negative impact on mobile experience. Our results show that retailers need to consider multiple factors, such as brand familiarity customisation, perceived value and technology readiness as influencing factors of an omnichannel experience, and plan the use of multiple touchpoints simultaneously to enhance their overall customer's experience. Although this study demonstrates the significant factors influencing an omnichannel experience, questions remain regarding the exact use of each touchpoint
Purpose
– This empirical paper aims to assess the multi-dimensional nature of trust in service relationships. Although trust is deemed to be important for managing service relationships there is a dearth of research looking at its multidimensional nature outside of Western markets.
Design/methodology/approach
– The study is undertaken in three countries: UK, Hong Kong and India (September to November 2010). The sample consists of more than 300 sample members from across the three countries with an approximately even split between each.
Findings
– The findings show that cognitive trust does not significantly impact affective trust, but the other relationships in the model are supported. Customer
'
s disposition to trust impacts both cognitive and overall trust.
Research limitations/implications
– The research provides direction for services marketing scholars and practitioners, but there are limitations because not all types of financial institutions are evaluated.
Practical implications
– The practical implications of this work are profound given that transnational operations of most retail banks. Understanding trust dimensions aids relationship managers to devise differentiated strategies to build/re-build and maintain long-term trust relationships with customers.
Originality/value
– This work extends the understanding of relationships, but by rooting the work in retail banking it provides new insights for academics and practitioners. For service marketing scholars, this study calls into question some of the multi-dimensional nature of trust and for practitioners it can help aid strategy development.
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