In today’s business environment, the intense company competition force company to develop and build the closer relationship with customer. Trust is a key element to constitute this relationship. One of the famous theories related to the trust which is proposed by Morgan and Hunt, (1994), the commitment-trust theory model of relationship marketing. It identified the inter-relationship between the key mediating variables, trust and commitment in relational exchange. The study tries to examine the trust model in a specific industry context that can support a shared understanding the concept of trust and the relationship between trust, antecedents and consequences.
Trust is especially important in banking service context while it involves large quantity and most complicacy of finance products (Bejou and Palmer, 1998). Therefore, the aim of this study is to investigate the key mediating variables which affect the develop trust relationship between customer and service providers in the retail banking sector (B2C) in Hong Kong. Moreover, this study has analysis and compares the main antecedents to trust in different banking sectors which included both physical and online environment. The findings provide useful information for banking service providers to constitute and develop trust relationship with customers.