A Trust-Based Analysis of Cloud Computing in the Banking Industry


A Trust-Based Analysis of Cloud Computing in the Banking Industry

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Ayten Öksüz, Peter Henning Vages, Ralf Plattfaut, Jan Saat
BIT 2/2013
15 Seiten

Cloud computing is an emerging paradigm in research and practice. As first implementations of cloud services are observed, a lack of trust still hinders broad adoption. This appears to be especially true for industries with high demands of security and data control. In this article we employ the diffusion of innovations model and the Technology Acceptance Model with trust-focused extensions as suggested by literature. With these constructs we derive insights to overcome the gap between technology maturity and adoption. We conduct altogether five interviews with, both, consultants working for the banking industry as well as managers of cloud computing providers. Based on this exploratory qualitative study in the financial services industry, we identify trust-related gaps and propose possible approaches to overcome these. The analysis shows that major differences occur in the dimensions of institution- based structural assurance, calculative-based trust, and knowledge-based familiarity. Our results suggest that cloud computing providers should improve their communication with respect to trust in order to be successful in the financial industry. As such, especially institution-based structural assurance of customers can be improved, for example, by providing guarantees where data is stored. Furthermore, cloud computing providers should be transparent in regard to their security technologies, e. g. via third party certificates.
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