Collaborative support for on-line banking solutions in the financial services industry

摘要

Building and enhancing consumer trust in on-line banking on the World Wide Web is a critical factor in the success of e-Commerce systems. Though the number of on-line banking customers is increasing constantly in firms, there is a definite opportunity in convincing consumers to become customers. This study contributes insight into the development and growth of co-browsing and collaboration, as functionality in enabling improved on-line banking customer service and trust on the Web. Defined in the study are the benefits of building components of e-Services, consisting of collaborative guidance tools, preemptive support tools, and responsive service tools. The focus of the study is on benchmarking a sample of financial service firms and of tools of trust and on introducing an interactive advisor as a collaborative on-line banking service and tool of trust. The paper evaluates as an in-depth case study the functionality of interactive advisor tools and the benefits of the tools in enabling trust for on-line banking customers on the Web. This study will benefit business management practitioners and researchers in the financial services industry that are exploring continued opportunity and risk in on-line banking solutions of trust on the Web.