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

Author

Listed:
  • Caroline Bayart

    (SAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon)

  • Jean-Marie Brignier

    () (Centre de Recherche Magellan - Université Jean Moulin - Lyon III - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

This research investigates the antecedents of students' loyalty in retail banking services, through the four phases approach suggested by Oliver (1999). The analysis of 60 semi-directive interviews confirms the importance of satisfaction, confidence and affective commitment in the development of customer loyalty. The results show that a large part of students have achieved an advanced stage in the loyalty process. This youth segment is waiting for interpersonal relationships with banking advisors. The formers play a key-role in the development of confidence and affective commitment, which are convenient factors to engage in commercial transactions.

Suggested Citation

  • Caroline Bayart & Jean-Marie Brignier, 2013. "Etablir une relation de fidélité dans le secteur bancaire : le cas de la cible " étudiants "," Working Papers halshs-00865991, HAL.
  • Handle: RePEc:hal:wpaper:halshs-00865991
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00865991
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    References listed on IDEAS

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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, Oxford University Press, vol. 19(2), pages 198-211, September.
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