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Religiosity and customer trust in financial services marketing relationships

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  • Basem Masoud Alhazmi

    (University of Edinburgh Business School)

Abstract

This research investigates the influence of organisational religiosity and customer religiosity on trust in financial services marketing relationships, through their effect on organisational trustworthiness and customer trust, respectively. A conceptual model has been developed, validated, and tested using 765 self-administered survey responses from a convenience sample of banking customers in Saudi Arabia. Exploratory factor analysis and structural equation modelling were utilised for data analysis. The results reveal that two organisational religiosity dimensions, namely organisational religious observance and organisational religious promotion, have positive and negative effects on trustworthiness, respectively. In addition, customer religiosity has been found to profoundly influence customer trust in financial services marketing relationships. Discussion of these results as well as their implications is offered at the end of the paper.

Suggested Citation

  • Basem Masoud Alhazmi, 2019. "Religiosity and customer trust in financial services marketing relationships," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 24(1), pages 31-43, June.
    • Handle: RePEc:pal:jofsma:v:24:y:2019:i:1:d:10.1057_s41264-019-00062-9
    DOI: 10.1057/s41264-019-00062-9
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    Cited by:

    1. Gilal, Faheem Gul & Paul, Justin & Gilal, Naeem Gul & Gilal, Rukhsana Gul, 2022. "The role of organismic integration theory in marketing science: A systematic review and research agenda," European Management Journal, Elsevier, vol. 40(2), pages 208-223.
    2. Khald S. Alatawy, 2022. "Consumers’ Purchase Intention Toward Online Health Insurance in Saudi Arabia," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(2), pages 121-121, December.
    3. Abolghasem Ebrahimi & Kazem Askarifar & Amin Nikbakht, 2024. "Designing and evaluating insurance customer loyalty programs for different customer groups based on their lifetime value," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 808-825, September.
    4. Rongbin Yang & Santoso Wibowo, 2022. "User trust in artificial intelligence: A comprehensive conceptual framework," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2053-2077, December.
    5. Emerson Wagner Mainardes & Priscilla Maria Ferreira Costa & Silvania Neris Nossa, 2023. "Customers’ satisfaction with fintech services: evidence from Brazil," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 378-395, June.

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