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Les Mecanismes De La Confiance Dans Le Discours Des Clients : Le Cas D'Une Banque Mutualiste

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  • Shérazade Gatfaoui

    () (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Le secteur bancaire est aujourd'hui confronté à une évolution paradoxale : la recherche d'une nécessaire réconciliation entre la banalisation du métier bancaire et la « reconquête » de la confiance du client qui existait à l'origine (dans les années 1970). Cependant, les mécanismes de construction de la confiance dans la relation client-individuel/banque, dans une perspective temporelle, sont peu traités. L'objectif de cet article est donc d'analyser les mécanismes de la confiance dans la relation bancaire. Une étude exploratoire, menée auprès de dix-huit clients d'une banque mutualiste, a permis de mettre en évidence les conceptions et les mécanismes de la confiance. Après avoir justifié notre problématique nous présenterons la méthodologie retenue. Enfin, nous exposerons les principaux résultats, les implications et les pistes de recherche envisagées. Abstract Today, the french banking environment is faced to a challenge : to develop the performance and to establish, with the consumers, a strong relationship based on trust. This research focuses on the mechanisms and the evolution of trust in consumer/bank relationship, in a temporal perspective. This topic, except for few studies concerning interfirm collaborative relationships, is still unexplored in consumer behaviour. Firstly, this research analyzes the concept of trust. Then, we present an exploratory and qualitative study conducted among a bank, to analyze the conceptions and the mechanisms of trust in the consumer/bank relationship. Finally, the results from the study are presented.

Suggested Citation

  • Shérazade Gatfaoui, 2003. "Les Mecanismes De La Confiance Dans Le Discours Des Clients : Le Cas D'Une Banque Mutualiste," Post-Print hal-01539868, HAL.
    • Handle: RePEc:hal:journl:hal-01539868
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01539868
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    References listed on IDEAS

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    1. Shérazade Gatfaoui, 2005. "Quelles Conceptions 1 De La Confiance Au Cours De La Relation Bancaire (Client/Banque) ? : Une Approche Par Les Etudes De Cas Retrospectives," Post-Print hal-01539947, HAL.

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