Internet Banking Trust and Preventive Measure

This paper investigates the reasons customers use Internet banking (I-Banking) and whether the use differs across various customer demographics. The relationship between trust & loyalty and customer demographics was also analyzed. The results showed that customers of differing genders perceived different factors as important. “Checking account balance” and “Checking bank statements” were identified as the two most popular services that customers use in I-Banking. The findings of Calicut I-Banking customers’ demographics provided a guide for perceptive implications for I-Bankers to segment their market and decide their marketing strategies accordingly. This research indicated there was some degree of gender disparity between I-Banking customers. The findings of Calicut I-Banking customers’ demographics in this research result in recommendations that I-Banking providers need to pay more attention to promoting privacy protection and ethical standards to both female customers and male customers to enhance their perceived trust. As no significant relationship was found between gender and other variables, IBanks can design similar marketing strategies for both types of customers IBanks need to pay attention to these issues, and design different marketing policies across these variables to address these issues.