The impact of perceived fairness and trustworthiness on customer trust within the banking sector


Journal of Relationship Marketing, vol.20, no.3, pp.241-260, 2021 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 20 Issue: 3
  • Publication Date: 2021
  • Doi Number: 10.1080/15332667.2020.1802642
  • Journal Name: Journal of Relationship Marketing
  • Journal Indexes: Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index
  • Page Numbers: pp.241-260
  • Keywords: banking, C10, C30, customer trust, G21, Perceived fairness, PLS-SEM
  • Ankara Haci Bayram Veli University Affiliated: Yes


© 2020 Taylor & Francis Group, LLC.Given the importance of trust regarding the trustor - trustee relationship within the service industries, this paper aims to display and describe the relations between; perceived fairness - namely procedural fairness, distributional fairness and interactional fairness -, trustworthiness and customer trust within the banking sector, for the case of North Cyprus. Data was obtained through the use of surveys distributed to banking customers and analyzed with the use of partial least squares-structural equation modeling (PLS-SEM), a variance-based framework. Findings obtained suggest that the perception of both perceived fairness and trustworthiness are prominent contributors to the formation of customer trust within the banking industry. Results of the investigation provide a resourceful insight for both marketers and financial service providers aiming to induce customer interactions.