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Etablir une relation de fidélité dans le secteur bancaire : le cas de la cible " étudiants "

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Author Info

  • Caroline Bayart

    (ISFA - Institut des Science Financière et d'Assurances - PRES Université de Lyon)

  • Jean-Marie Brignier

    ()
    (Centre de Recherche Magellan - Université Jean Moulin - Lyon III : EA3713)

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    Abstract

    Cette recherche explore les antécédents de la fidélité bancaire des étudiants, selon les quatre phases du processus suggéré par Oliver (1999). L'étude de 60 entretiens semi-directifs confirme le rôle de la satisfaction, de la confiance et de l'engagement dans la construction de la fidélité. Malgré leur jeune âge, une part non négligeable des étudiants se situent à un stage avancé du processus de fidélité. Ils sont en attente de relations interpersonnelles avec leur conseiller. Les résultats obtenus doivent attirer l'attention des banques sur le rôle clé joué par ce dernier dans l'instauration d'un climat de confiance et le développement d'un engagement affectif, propices au développement des opérations commerciales

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/86/59/91/PDF/Bayart_-_Brignier.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Working Papers with number halshs-00865991.

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    Date of creation: 09 Jan 2013
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    Handle: RePEc:hal:wpaper:halshs-00865991

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00865991
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    Web page: http://hal.archives-ouvertes.fr/

    Related research

    Keywords: banque; fidélité; processus de fidélité; satisfaction; confiance; engagement affectif; conseiller financier;

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    1. Childers, Terry L & Rao, Akshay R, 1992. " The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions," Journal of Consumer Research, University of Chicago Press, vol. 19(2), pages 198-211, September.
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