Antecedents of older adults’ response to the digitalisation of banking and their impact on trust in the bank and its frontline employees
(A2026-132498)

AUTHORS

Elaine Wallace, Maynooth University; Isabel Buil, University of Zaragoza, Zaragoza, Spain

ABSTRACT

Older adults face challenges when digital replaces human interaction in banking. Age-related issues, such as technological anxiety and loss of rapport with frontline employees, occur when branches close due to digitalisation. This study examines loneliness, social support, and self- efficacy as antecedents of older adults’ need for rapport and their technological anxiety. Cognisant that frontline employees are the public face of services, it also explores how need for rapport and technological anxiety shape trust in the bank and its employees. Findings from a US sample of 310 banking customers aged 60+ reveal that loneliness is associated with both need for rapport and technological anxiety. Self-efficacy and social support also drive need for rapport. Frontline employees remain important for banking services, as rapport is positively associated with trust in the bank and in its employees, whereas technological anxiety negatively affects both forms of trust.