Abstract
Background: Black young adults form a substantial portion of South Africa’s young adult cohort and an important market segment for retail banks. Few studies have examined the precursors of perceived trust among black young adult banking customers in South Africa. Purpose of study: This study investigates the influence of shared values, reputation, satisfaction, and customisation on black young adult customers’ trust in the South African retail banking sector. Design/Methodology/Approach: A descriptive research design was followed and data were collected from black young adult retail banking customers using an electronic survey. A total of 320 responses were analysed using standard multiple regression analysis. Results/Findings: Shared values, reputation, satisfaction, and customisation were found to be predictors of perceived customer trust, and may be important for developing a business relationship strategy to strengthen the trust perceptions of black young adult customers in South Africa. The model tested validates the proposed hypothesised relationships between shared values, reputation, satisfaction, customisation, and perceived trust among South Africa’s black young adult banking customers.