Developing systems trust (ST) to promote customer engagement in online banking in Bangladesh: a non-resident Bangladeshi (NRB) consumer perspective

Islam, Mohammad Shafiqul (2021) Developing systems trust (ST) to promote customer engagement in online banking in Bangladesh: a non-resident Bangladeshi (NRB) consumer perspective. Doctoral thesis, Northumbria University.

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Abstract

Online banking services have changed dramatically since the 1990s, which has resulted in a loss of personal engagement between customers and banking staff. Scholars have recognised that the loss of these personal relationships has damaged trust and other constructs around the relationship atmosphere. The Bangladeshi banking system is moving to expand online customer banking activity to increase flexibility and build a surrogate relationship between customers and banks that will boost profits and strengthen the banking system as a competitor in the global market. However, the existing system is untrustworthy and has a damaged reputation, and customers have little interest in investing their savings with Bangladeshi banks.

The aim of this thesis is to explore how increased customer engagement with online banking systems can enhance societal wealth and national gross domestic product (GDP). The first section introduces the existing literature related to systems trust in marketing. Inspection of the extant literature reveals multiple definitions of “trust”; this thesis acknowledges that trust is a context-specific, dynamic, and culturally loaded term. A strong interplay exists between trust, business performance, and national GDP. The Bangladesh Central Bank is motivated to develop systems trust in online banking services to boost customer engagement and promote participation, even though the bank’s information technology (IT) infrastructure is in its infancy.

Next, an appropriate methodological tool is identified to better understand Bangladeshi banking systems. Expatriates living in the UK were invited to take part in this research project. In total, 20 repertory grid interviews were conducted using exploratory statistical methods to interrogate participants’ personal construal systems to identify the nature of trust and other related constructs. Study findings reveal 13 robust themes that support the development of an online banking system that incorporates human-centric features. This thesis makes a significant managerial contribution to knowledge and practice through the construction of a conceptual framework and managerial blueprint to boost the national GDP in Bangladesh.

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