Generation Y Consumers Show Varied Trust Levels in Mobile Banking
Mobile banking trust among Generation Y consumers of major South African retail banks was studied. The goal was to see if there are differences in trust levels. 334 Generation Y consumers took a survey. Results show that there are variations in trust levels among Generation Y consumers in terms of mobile banking integrity, structural assurances, and information quality. Understanding these differences can help banks improve trust, gain a competitive edge, and keep consumer loyalty.