DETERMINANTS OF YOUTH'S TRUST IN THE RETAIL BANKING SECTOR IN TURBULENT TIMES

Trust is a determinant for the success of relationships building particularly among young adult customers in a period of financial crisis. The proposed model is a simplified version of the European Customer Satisfaction Index (ECSI) applied to the banking sector, since it includes as predictors of satisfaction (image, perceived quality, expectations and perceived value (price), trust (satisfaction as predictor), loyalty (trust as predictor) and word-of mouth. The data was collected by a questionnaire realized to 491 individuals. The results suggest that only price is not a predictor of satisfaction. This study also concluded that to build trust among young people, is crucial that bank meet their expectations. The bank must be transparent and their products and services must be reliable. The determinants of loyalty are trust, satisfaction, easiness of access (convenient location), stability in the market and good agencies facilities (tangibility).