Roberts-Lombard, Mornay; Petzer, Daniël Johannes - In: International Journal of Bank Marketing 39 (2021) 5, pp. 725-750
Purpose: Using the stimulus–organism–response (S–O–R) framework, this study investigates the role of trust (organism) in influencing the behavioural intentions (response) of emerging market retail banking customers, based on the banks' selected customer-focused efforts (stimuli) to...