A study on trust and integrity of customers towards banking sector in east Godavari district

Trust and integrity are necessary for success and accomplishment and are competitive advantages. The study proposes, and concludes, that a higher consumer perception of benevolence, integrity, and competence is positively related to a higher level of consumer trust. The article also suggests that there are a number of other factors that may moderate this relationship. The findings imply that those involved in the marketing of internet banking services must aim to enhance the consumer.s perception of benevolence, integrity, and competence, in order to gain trust and engage in meaningful customer relationship programs.