New study - trust in banks: The top trust drivers & Australia vs Germany

2012 Australia Bank HuTrust Profile

This year’s study focuses on the top 4 banks with a sample of 657. We did the last one 18 months ago with over 1200 sample size. The interesting change that occurred is not in the levels of trust or even HuTrust Profiles, but in what drives trust with each of the banks. The drivers of trust have strongly shifted over the last 18 months due to economic and social changes rather than bank changes like advertising or products. We also checked the levels of trust in the banker/financial adviser versus the brand and found that the person is much less trusted than the organisation as a whole.
That is interesting considering the myth that the customer relationship lies with the banker.
Also, Psyma conducted a HuTrust Profile Pilot study in Germany last year. We have included one top level chart of German Banks as a comparison. Any questions? Want the full study? Want to know how you can use it with fin services?
Melissa.wraith@mextconsulting.com

Bank Trust Study

Using the most modern psychology we can help you better understand your consumer’s and customer’s needs and motivations and build trust with them. mext