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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
JANURAY 2011
VOL 2, NO 9
Communication, especially timely communication, fosters trust by assisting in resolving
disputes and ambiguities, and Etgar (1979) imply that aligning perceptions and expectations.
Anderson and Narus (1990) and Morgan and Hunt (1994) have used past communication as an
antecedent of trust. In this research, communication is considered as a multidimensional
construct. The variables that constitute communication are openness, speed of response, and
quality of information. Trust is negotiated through openness in communication and is specific
to the individual customers involved and their relationship with the bank.
9.3.Opportunistic behaviour
Opportunistic behaviour has its roots in the transaction cost literature, and is defined as ―Selfinterest
seeking with guile‘‘. In this research, opportunistic behaviour has been conceptualised
as regulatory control and information asymmetry.The integrity of the online banks and
adherence to expected roles and obligations depend on the extent of regulatory control, which
is a major determinant of customer trust in online banking. When customers use online
banking, they assess the level of confidence in regulatory control mechanisms in cyberspace.
Due to the higher risk of opportunistic behavior by online banks owing to nascent and poorlydeveloped
rules and regulations, customers frequently have low levels of trust in online
banking. Websites can be counterfeited, online identities can be forged and electronic
documents can be falsified. The lack of adequate regulatory control also leads to the
customer‘s perception that their personal information may be used without their knowledge
during or after navigation. Therefore, the customers‘ level of trust would be partly based on
whether they believe that the bank would fulfil its obligations. Klang (2001) pointed out that
customers tend to assess the bank‘s interests and then make a judgment about its integrity.
Sultan et al. said that customers would also determine whether a degree of trust based on prior
knowledge of the bank -either online or brick-and-mortar – exists, the above statement are
adopt from following outhors: Williamson, 1975; Lee and Turban, 2001; Clay and Strauss,
2000; Ba, 2001; Novak et al., 1999; Li et al., 2001; Bailey and Bakos, 1997; Ackerman et al.,
1999 (Mukherjee, A., Nath, P., 2003, pp. 6-9).
Shared value
Communication
Opportunistic
Behaviour
Figure 9: Proposed model.
Source: Mukherjee, A., Nath, P., 2003, p. 9
Trust Commitment
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