Effectiveness of Cybersecurity Measures in Building Customer Trust in Digital NBFC Services

Ms. Rishika Gupta., Dr. Priyanka Pandey., Mr. Vaivaw Kumar Singh. and Dr. Kunal Sinha
Additional contact information
Ms. Rishika Gupta.: Research Scholar, Department of Management, Sarala Birla University
Dr. Priyanka Pandey.: Assistant Professor, Department of Management, Sarala Birla University
Mr. Vaivaw Kumar Singh.: Research Scholar, Department of Management, Sarala Birla University
Dr. Kunal Sinha: Assistant Professor, Department of Commerce, Sarala Birla University

International Journal of Latest Technology in Engineering, Management & Applied Science, 2025, vol. 14, issue 6, 890-899

Abstract: Background: As digital adoption accelerates in India’s Non-Banking Financial Company (NBFC) sector, customer trust becomes a pivotal factor in ensuring continued usage of online financial services. Despite technological advancements in cybersecurity, trust deficits persist due to low user awareness and variable digital experience. This study investigates the role of perceived cybersecurity effectiveness (PCE) in building customer trust (CT), with attention to mediating and moderating factors such as awareness of cybersecurity features (ACF), prior digital experience (PDE), and demographics. Methods: A quantitative, cross-sectional research design was employed. Data were collected from 384 NBFC customers across urban, semi-urban, and rural regions in India using a structured questionnaire. Constructs were measured using validated Likert-scale items. Data were analysed using Structural Equation Modelling (SEM) via AMOS, with additional tests for mediation and moderation effects. Results: PCE had a significant positive effect on CT (β = 0.49, p

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.ijltemas.in/DigitalLibrary/Vol.14Issue6/890-899.pdf (application/pdf)
https://www.ijltemas.in/papers/volume-14-issue-6/890-899.html (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjb:journl:v:14:y:2025:i:6:p:890-899

Access Statistics for this article

International Journal of Latest Technology in Engineering, Management & Applied Science is currently edited by Dr. Pawan Verma

More articles in International Journal of Latest Technology in Engineering, Management & Applied Science from International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS)
Bibliographic data for series maintained by Dr. Pawan Verma ().