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Confiance interpersonnelle et engagement : Une réorientation béhavioriste

Author

Listed:
  • Jean Frisou

    (France Telecom)

Abstract

La relation entre confiance interpersonnelle et engagement est devenue depuis les travaux de Morgan et Hunt (1994) le modèle cognitif de référence du marketing relationnel. Cet article développe et teste un modèle des antécédents comportementaux de la confiance et de l'engagement. Les résultats révèlent que les comportements d'achats (engagement implicite) ont une influence positive sur les dimensions de la confiance interpersonnelle et sur le désir durable du client de maintenir la relation (engagement explicite). Les résultats suggèrent aussi que l'engagement implicite et la sympathie ont une influence positive équivalente sur l'engagement explicite du client. Les présomptions de bienveillance, de cohérence et de compétence apparaissent comme les variables médiatrices des processus conatifs et cognitifs de l'engagement.

Suggested Citation

  • Jean Frisou, 2000. "Confiance interpersonnelle et engagement : Une réorientation béhavioriste," Post-Print hal-02018561, HAL.
    • Handle: RePEc:hal:journl:hal-02018561
    DOI: 10.1177/076737010001500104
    as

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    Citations

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    Cited by:

    1. Jean-François Toti & Oliviane Brodin, 2017. "Le détournement publicitaire sur les réseaux sociaux en lien avec une cause éthique et ses conséquences sur la confiance envers la marque," Post-Print hal-03350232, HAL.
    2. Catherine Viot & Laïla Benraiss-Noailles, 2019. "The Link Between Benevolence and Well-Being in the Context of Human-Resource Marketing," Journal of Business Ethics, Springer, vol. 159(3), pages 883-896, October.
    3. Rodriguez, Virginie & Sangle-Ferriere, Marion, 2023. "Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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