Image attributes as indicator for trust in the banking sector

Abstract

This paper deals with the following two research questions: Which image attributes predict the image of trust? and Which attributes are most important in predicting the level of trust? The research findings are based on a series of image surveys of the banking sector conducted before and after the Icelandic banking crisis. The results show that four dimensions explain 68% of the variability in trust. Those dimensions are social responsibility, supporting good causes, corruption and personal service. Out of these social responsibility is the most important item.