...Stefan Koch; Duygu Inanc Purpose – This paper aims to report findings from an exploratory empirical study focusing on an application of mass customization in financial services. Based on the study of configurations and usage data, the authors evaluate a series of hypotheses relating...

... is the failure to distinguish trust from related factors, i.e. factors that precede the development of trust and influence it (Moorman et al., 1993). On the contrary, with the notable exception of the study conducted by Morgan and Hunt (1994), many empirical studies assess trust by measuring sincerity...