This research investigates the influence of organisational religiosity and customer religiosity on trust in financial services marketing relationships, through their effect on organisational trustworthiness and customer trust, respectively. A conceptual model has been developed, validated, and tested using 765 self-administered survey responses from a convenience sample of banking customers in Saudi Arabia. Exploratory factor analysis and structural equation modelling were utilised for data analysis. The results reveal that two organisational religiosity dimensions, namely organisational religious observance and organisational religious promotion, have positive and negative effects on trustworthiness, respectively. In addition, customer religiosity has been found to profoundly influence customer trust in financial services marketing relationships. Discussion of these results as well as their implications is offered at the end of the paper.

中文翻译：

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宗教和客户对金融服务营销关系的信任

这项研究通过分别对组织信任度和客户信任度的影响，研究了组织信任度和客户信任度对金融服务营销关系中信任的影响。使用来自沙特阿拉伯银行客户的便利样本中的765个自我管理的调查回复，开发，验证和测试了概念模型。探索性因素分析和结构方程模型用于数据分析。结果表明，组织宗教信仰的两个维度，即组织宗教信仰的遵守和组织宗教信仰的提升，分别对信任度有正面和负面影响。此外，还发现客户的宗教信仰对客户对金融服务营销关系的信任产生了深远的影响。