Effects of trustworthiness and trust on loyalty intentions : Validating a parsimonious model in banking

Purpose – The objective of this research is to empirically validate the underlying mechanisms by which consumers develop trust in service providers and investigate the impact of consumer's perceptions of trustworthiness and trust on their loyalty intentions. It also aims to study the differential impact of consumers' trustworthiness beliefs on two distinct aspects of a service, namely the front line employees (FLEs) and management policies and practices (MPPs). Design/methodology/approach – The paper proposes and empirically validates a parsimonious but multidimensional and multifaceted model of consumer's trustworthiness beliefs, trust and loyalty intentions. Retail banking services in India provide the setting for the study. The analysis was conducted using structural equation modeling. Findings – The results support a multidimensional and multifaceted model linking the influence of consumers' trustworthiness beliefs related to the competence, benevolence and problem solving orientation of FLEs and MPPs on their trust in FLEs and MPPs and loyalty intentions . Research limitations/implications – The research highlights that consumers' evaluation of trust operates at multiple dimensions for employees as well as the organization. The study is based on a cross‐sectional survey. A possible extension is to conduct longitudinal studies to map the evolving nature of trust and loyalty over time and customer life stages. Practical implications – Organizations can measure trustworthiness beliefs and manage them to build trust and reinforce loyalty intentions among their consumers. Originality/value – The study proposes and validates a parsimonious model of trust and loyalty intentions in the context of retail banking. Thus this research supports and extends the extant knowledge of relationship marketing.