| Summary: | 碩士 === 國立高雄第一科技大學 === 金融營運所 === 97 === Recent years, the bank industry has developed vigorously; the relationship between customers and banks has also been more and more closely connected. The long-term relationship that banks desired then has to base on customer’s trust of banks’ credit and services. Along with the updating development of technology, banks start to provide kinds of e-Services in order to give their customers with more choices and convenience.
The main object of this paper is the effect of the trust relationship between customers and banks on customer’s trust in use bank’s e-Services. The empirical model is base on Dimitriadis and Kyrezis’s(2008) trust model, and take concerns of the effect of institutional trust on bank trust(McKnight, Choudhury and Kacmar, 2002). Questionnaire survey in this paper is used for sample collection, and further analysis of customers’ trust on banks and their e-Services.
The empirical results are (1) customers disposition of trust does not to influence their viewpoint with banks and e-Services; (2) the institutional trust has positive relationship with customers trust on banks, but there is no significant proof on the e-Services; (3)Customer’s trust in banks has positive effect on their trust in bank’s and e-Services. As a result, banks should force on constructing long-term relationship with customers in order to enhance customers trust on bank’s e-Services.
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