Evaluating the Role of Safety Communication in Enhancing Customer Trust and Decision-Making in Electronic Banking Services in Chennai City Running Title: Building Trust Through Safety Communication in E-Banking

Abstract

This study explores the role of safety communication in fostering customer trust and informed decision-making in electronic banking services in Chennai. As electronic banking expands, concerns about cyber security, fraud, and data privacy have emerged as significant barriers to customer confidence. Through a qualitative approach, data was collected from a sample of 280 electronic banking users and employees of private banks in Chennai using semi-structured interviews. The findings indicate that effective safety communication—characterized by clarity, transparency, and timeliness—plays a vital role in reducing perceived risks and empowering customers to make informed decisions about electronic banking. Conversely, gaps in consistency, accessibility, and responsiveness in communication negatively impact customer trust and decision-making processes. Key challenges include insufficient employee training, limited use of advanced communication technologies, and a lack of customer-centric safety messaging. To address these issues, the study recommends strategies such as integrating advanced communication tools, conducting regular staff training, and disseminating personalized safety updates through accessible channels. These measures are essential for banks to build trust, enhance customer satisfaction, and support secure decision-making in a competitive electronic banking landscape. This research underscores the importance of safety communication as a critical element of risk management and decision-making in electronic banking. It provides actionable insights for financial institutions in Chennai to strengthen customer relationships and promote trust in the evolving digital era.