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

Author

Listed:
  • 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)

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

Suggested Citation

  • Ms. Rishika Gupta. & Dr. Priyanka Pandey. & Mr. Vaivaw Kumar Singh. & Dr. Kunal Sinha, 2025. "Effectiveness of Cybersecurity Measures in Building Customer Trust in Digital NBFC Services," International Journal of Latest Technology in Engineering, Management & Applied Science, International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS), vol. 14(6), pages 890-899, June.
    • Handle: RePEc:bjb:journl:v:14:y:2025:i:6:p:890-899
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