The research reported here used a Web-based survey of 5,000 people representing the three “generation” groups – Generation Y, Generation X, and Baby Boomers – who had obtained a mortgage, an auto loan, or a student loan within the past 12 months.
The research reported here used a Web-based survey of 5,000 people representing the three “generation” groups – Generation Y, Generation X, and Baby Boomers – who had obtained a mortgage, an auto loan, or a student loan within the past 12 months.
The purpose was to study the degree of trust the borrower possessed with regard to the financial institution and the loan officer. This involved investigating a number of dimensions of trust, and of behavior that leads to increased trust. The analysis also examined how the dimensions of trust and the behaviors that lead to greater trust differ across the generations. The paper draws implications for credit union loan officers and marketers.
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