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

Caroline Bayart () and Jean-Marie Brignier ()
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Caroline Bayart: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon
Jean-Marie Brignier: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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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.

Keywords: confidence; affective commitment; banking advisor; retail banking; loyalty; banque; fidélité; processus de fidélité; satisfaction; confiance; engagement affectif; conseiller financier (search for similar items in EconPapers)
Date: 2013-01-09
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00865991v1
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