Leedy and Omrod (2015) recommended that a questionnaire should be short, simple, consistent, and unambiguous while also providing clear instructions so that respondents will be encouraged to complete the questionnaire. The same authors also stressed the importance of pilot testing the questionnaire to ensure that it is reliable data collection tool. These guidelines were also instrumental in the development of the proposed questionnaire for this study. The questionnaire is provided in Appendix B.
Section A
Section A consisted of demographic questions that included age, gender, monthly income, bank used, and number of banks used and number of years with the bank. These were used for descriptive analysis.
Section B
Section B was the main part of the questionnaire and contained the measurement scales. This section consisted of a series of statements with 5-point Likert scales to indicate levels of agreement with the statements and will try to elicit respondents’ perceptions of their respective banks. It consisted of 27 statements to measure the antecedents of trustworthiness, four statements to measure trustworthiness, four statements to measure affective commitment and four statements to measure behavioural intentions.
Section C
Section C consisted of an open-ended question that was included at the end of the questionnaire. The purpose of including an open-ended question in the questionnaire was to try to get more insights into the bank customers’ perceptions of their trustworthiness concerns
regarding their respective banks which might not have been captured in the close- ended questions. The data collected in the open ended questions was also used to inform the interview guide in the qualitative phase.
4.9.1 Measurement of Trustworthiness Dimensions
The items of the survey instrument related to the measurement antecedents of trustworthiness were mainly from the trustworthiness scale developed by Ennew and Sekhon (2007). Their scale consists of 23 items measuring expertise and competence, integrity and consistency, communication, shared values and benevolence concerns which where all adopted in this study. However, the scale used for the present study to measure the antecedents of trustworthiness consisted of 27 items measuring competence, shared values, communication, integrity and consistency, benevolence concerns and structural assurance, thus an added item (structural assurance) was included in the scale based on the research problem discussed in chapter 1. The items in the structural assurance scale were adapted from by the scale developed by McKnight et al. (2002) which was re-worded accordingly to suit the current research context, i.e., retail banking.
Table 4.2: Scale to measure antecedents of trustworthiness
Antecedents of trustworthiness 1 2 3 4 5
Competence (Ability) B1 My bank is knowledgeable
B2 My bank can be relied upon to give honest advice B3 My bank is efficient
B4 My bank has the information it needs to conduct business Integrity (Consistency)
B5 My bank shows high integrity B6 My bank is honest
B7 My bank conducts transactions fairly
B8 My bank acts in the best interest of the customer B9 My bank keeps its word
B10 My bank is consistent in what it does Value Alignment
B15 My bank Is responsive when contacted B16 My bank shows respect for the customers B17 My bank treats its customers fairly
B18 My bank competently handles all my requests B19 My bank communicates clearly
Communication
B20 My bank communicates regularly
B21 My bank informs me regularly on new developments B22 My bank acts as I would
B23 My bank informs me immediately of any problems
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Antecedents of trustworthiness 1 2 3 4 5
Structural assurance
B24 I believe my bank is very secure
B25 I believe my bank complies with the banking legal framework B26 I believe my funds are safe in my bank
B27 I believe the legal framework in the country protects the depositor.
Source: Adapted from Ennew and Sekhon (2007) and McKnight et al. (2002).
4.9.2 Measurement of Trustworthiness
The four items of the study survey instrument related to disposition of trustworthiness drivers were adopted from the trust and trustworthiness scale developed by Ennew and Sekhon (2007).
Table 4.3: Scale to measure deposition of trustworthiness
Deposition of trustworthiness 1 2 3 4 5
C1 My bank has a reputation for being honest
C2 My bank has a reputation for looking after its customers C3 My bank has a reputation for being reliable
C4 Overall I feel my bank is trustworthy
Source: Adapted from Ennew and Sekhon (2007).
4.9.3 Measurement of Affective Commitment
Affective commitment was measured using a modified version of the scale developed by Meyer, Allen and Smith (1993). Although the original scale included all three dimensions to measure commitment, the present study only considered four items related to the affective commitment dimension for reasons already discussed in chapter 3 (justification of the conceptual framework and hypotheses development in section 3.4.2)
Table 4.4: Scale to measure affective commitment
Affective commitment 1 2 3 4 5
D1 I identify myself with the bank mission and activities D2 I have in myself a sense of belonging to the given bank D3 I like to cooperate with the bank staff officers
D4 I would be very happy to spend the rest of my life banking with my bank
Source: Adapted from Meyer et al. (1993).
4.9.3 Measurement of Behavioural Intentions
Behavioural intention scales are prominently used in marketing studies as they are easy to construct and interpret. The behavioural intention scales are basically designed to measure how likely people will behave towards a product /service or perceptions and can be described
as a special from of rating scale (Hair et al., 2008:157). Behavioural intentions in this study were measured based on items common in the marketing literature (Gaur, Xu, Quazi and Nandi, 2011; Guenzi and Georges, 2010; Sunny Hu, Huang and Chen, 2010) and were adapted to suit the purpose of this study.
Table 4.5: Scale to measure behavioural intentions
Behavioural intentions 1 2 3 4 5
D5 I intend to continue using my bank in the future
D6 I will try new products services that are provided by my bank
D7 I am fully ready to recommend my bank to everybody who might ask.
D8 I will say positive things to other people about the services provided by my bank
Source: Adapted from Gaur et al. (2011); Guenzi and Georges (2010) and Sunny Hu et al.
(2010).