Online Relationship Marketing and Bank Trust

Published: 23 June 2020| Version 2 | DOI: 10.17632/nst2pmhgdv.2
Sheena Boateng


This dataset is based the Online Relationship Marketing (ORM) activities (engagement, interactivity, personalization, and collaboration) of banks and its impact on the dimensions of online trust (ability, benevolence, and integrity) among customers. Respondents were purposively sampled for the study. Each respondent was asked a qualifying question to know whether they had recently interacted with their bank online. This was to ensure that the prospective respondent fell within the sample population; after which they were given a survey to complete. The data was analysed using PLS SEM.