Trust in UK financial services: A longitudinal analysis

C. Ennew, Husni Kharouf, Harjit Sekhon

Research output: Contribution to journalArticlepeer-review

53 Citations (Scopus)


The role and importance of trust for the development and maintenance of relationships in the financial services sector cannot be disputed. In a business to consumer context, this article presents a model for measuring trust for financial services organisations and positions trustworthiness as its key antecedent. The work also presents five important determinants of trustworthiness and ultimately trust. Our work is based on 5 years’ data before and during the ‘credit crunch’, and across the seven main types of product provider in the United Kingdom. The findings show that the overall trust rating for financial services has remained remarkably stable throughout the period of the study. The research also reveals that trust ratings are highest in relation to consumers who are older and that consumers are typically more trusting of brokers than any other type of product provider.
Original languageEnglish
Pages (from-to)65-75
Number of pages11
JournalJournal of Financial Services Marketing
Issue number1
Publication statusPublished - 26 May 2011
Externally publishedYes


  • trust
  • financial services
  • business to consumer
  • credit crunch


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