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- Title
COMMENT DÉVELOPPER UNE RELATION BANCAIRE FONDÉE SUR LA CONFIANCE ?
- Authors
Gatfaoui, Sherazade
- Abstract
Facing the evolutions of the french banking sector and the need of creating and consolidating a genuine relationship of trust with customers, the understanding of the mechanisms and development processes of trust are very important for french banks. Employing 18 retrospective case studies, we first show the different meanings of institutional and interpersonal trust during the customer/bank relationship. Our results also reveal the principal mechanisms that contribute to the emergence and reinforcement of institutional and interpersonal trust over time. By means of qualitative in-depth interviews with customers and bank customer advisers, our study also makes a contribution from a more practical point of view. A number of recommendations deriving from our study aim at building the customer/financial adviser trust in durable manner (interpersonal trust) and concern the communication of the banks (institutional trust).
- Subjects
FRANCE; BANKING industry; CASE studies; MARKETING research; CONSUMER research; MARKETING; MARKETING strategy
- Publication
Décisions Marketing, 2007, Issue 46, p91
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.046.91.103