Trust as a determining factor regarding the behavior of consumers of financial-banking services

Abstract

Trust essentially means human interaction that is based mainly on values. The process itself is a long one in which expectations must get real, this is what the Anglo-Saxons call "minds and hearts". We consider it is important to understand that trust is built from expectations, achieved expectations. From this perspective, the public must know that it is essential to build realistic, fair expectations of banks, of the banking system. Banks, in turn, need to fulfil expectations, build trust if they want to positively influence customers' behavior towards their products and services. With the increasing demands of consumers and their selectivity regarding the choice of financial-banking services, banks are becoming more concerned with retaining their existing customers and attracting new customers, which is why there is a need to know the degree of trust consumers have in the financial institution. In order to increase the level of trust and customer loyalty, banks must combine policies, their operating procedures with a good understanding of the customer, his real needs, his business environment. The objective of this study is to deduce and describe the degree of trust as a factor that determines the behavior of the consumer of financial-banking services. We aim to identify the factors that affect the client's trust in the bank and the ways to increase it in order to determine him to purchase various financial products and services from the bank. JEL: G21, G41, D11.