Factors Influencing Customer Trust in Mobile Banking: Case of Latvia

Skvarciany Viktorija () and Jureviciene Daiva ()
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Skvarciany Viktorija: Vilnius Gediminas Technical University, Lithuania
Jureviciene Daiva: Vilnius Gediminas Technical University, Lithuania

Economics and Culture, 2017, vol. 14, issue 2, 69-76

Abstract: The banking sector has developed and extended the use of its services in the past decade. In fact, nowadays mobile banking (M-banking) is the most developing service offered by a bank. In order to encourage customers to use m-banking services, it is extremely important to get clients to trust the M-banking services provided by the bank. This article discusses private clients’ trust in mobile banking in Latvia. Hence, the goal of the research is to identify the key factors driving individual customer’s confidence in mobile banking. In order to determine the weight of each factor, expert evaluation method based on analytic hierarchy process (AHP) was used. The results showed that the most vital factor affecting private clients’ trust in mobile banking is customer characteristics, especially customers’ computer literacy. However, after summarizing all the subfactors, it became clear that the most powerful in the trust-building process is convenience/practicality of using a mobile application. However, there is a limitation – the survey was conducted by interviewing experts, which means that the results may differ from the responses of the clients themselves.

Keywords: trust; mobile banking; analytic hierarchy process (AHP); expert evaluation; Latvia (search for similar items in EconPapers)
JEL-codes: G21 G41 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ecocul:v:14:y:2017:i:2:p:69-76:n:7

DOI: 10.1515/jec-2017-0019

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