Collaborative Support For On-line Banking
Solutions In The Financial Services Industry
Author(s)
H. Krassnigg & U. Paier
Abstract
Building and enhancing consumer trust in on-line banking on the World Wide
Web is a critical factor in the success of e-Commerce systems. Though the
number of on-line banking customers is increasing constantly in firms, there is a
definite opportunity in convincing consumers to become customers. This study
contributes insight into the development and growth of co-browsing and
collaboration, as functionality in enabling improved on-line banking customer
service and trust on the Web. Defined in the study are the benefits of building
components of e-Services, consisting of collaborative guidance tools, preemptive
support tools, and responsive service tools. The focus of the study is on
benchmarking a sample of financial service firms and of tools of trust and on
introducing an interactive advisor as a collaborative on-line banking service and
tool of trust. The paper evaluates as an in-depth case study the functionality of
interactive advisor tools and the benefits of the tools in enabling trust for on-line
banking customers on the Web. This study will benefit business management
practitioners and researchers in the financial services industry that are exploring
continued opportunity and risk in on-line banking solutions of trust on the Web.
Keywords: customer retention and recovery, e-Services, interactive help desk,
tools, trust, trust building and trust building components.
1 Introduction
1.1 Lack of customer trust
An important success factor for on-line banking is to be able to create and
increase the customer’s trust in e-Commerce service [1]. Although the number
Keywords
customer retention and recovery, e-Services, interactive help desk,
tools, trust, trust building and trust building components.
Related Book
Other papers in this volume
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