Trust and perceived fulfillment of expectations among online banking users in Serbia: Research findings

nbsp;The aim of this paper is to examine whether statistically significant differences exist in the level of trust and the perception of expectation fulfillment in the use of online banking services among users of different genders, age groups, and educational backgrounds. The study was conducted in Serbia between August 2024 and February 2025 using an online questionnaire administered to 200 active users of online banking services. Findings from the statistical analysis revealed no significant differences in trust or in perceptions of expectation fulfillment across gender, age, or education. This suggests that demographic characteristics are not decisive factors in shaping trust or perceptions of service quality in the context of online banking. These results contribute to a deeper understanding of user behavior in digital financial services and provide valuable insights for banks seeking to enhance their online offerings. Rather than segmenting users primarily by demographic attributes, banks may benefit more from focusing on universal factors that foster trust and satisfaction across the entire customer base.