Financial services marketing: More than a matter of trust?
Simon SmithBaber Smith
Before they can determine how to rebuild consumer trust, financial services brands must first understand why consumers trust brands in the first place
To say the Financial Services (FS) sector has been through a tough time of late is an understatement. The financial crisis and subsequent recession has seen consumer trust in banks and building societies plummet to an all-time low. With a dark cloud hanging over the industry, FS brands face an uphill task in winning back consumer confidence.
But how entrenched is this mistrust? What...