Abstract

VAN TONDER, E  and  DE BEER, LT. Trust and citizenship behaviours: an initial investigation. JCMAN [online]. 2017, vol.14, n.1, pp.1118-1142. ISSN 1815-7440.

The importance of trust in facilitating customer citizenship behaviours has received little attention in academic research. This article offers an initial investigation into the extent to which competence trust in electronic banking services contributes to consumers' intentions to engage in customer citizenship advocacy and helping behaviours. Insight is also provided into the degree to which fellow users, perceived to be trustworthy and with expertise, may impact on consumers' trust perceptions. A total of 439 electronic banking customers in South Africa who had received positive messages about the service from fellow users were approached to complete a self-administered structured questionnaire. Source trustworthiness and source expertise have a positive and significant impact on competence trust. Competence trust further has a positive and significant effect on helping and advocacy intentions. The findings advance understanding of the importance of trust in facilitating customer citizenship behaviours. Insight is also provided into the connection between source credibility and relationship marketing theories and their ultimate effect on customer citizenship behaviours. Further research is required to investigate the extent to which the structural model may be applicable to other forms of self-service technologies within the broader African environment.

Keywords : competence trust; customer citizenship behaviour; expertise; trustworthiness.

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