A dynamic analysis of trust in customer-bank relationship: A retrospective case studies approach

Une analyse dynamique de la confiance dans la relation client-banque: Une approche par les études de cas rétrospectives

Abdelmajid Amine () and Shérazade Gatfaoui ()
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Abdelmajid Amine: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
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

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Abstract: This research analyzes trust building within the customer/bank relationship. It introduces the time dimension to study the mechanisms and the development processes of trust, both institutional and interpersonal, during the customer/bank relationship. A qualitative and longitudinal study was undertaken based on retrospective case studies conducted within a French bank. This research highlights the general development process of interpersonal trust and the existence of two modes of trust construction-linear and by stages – depending on the occurrence of incidents, their nature and their resolution by the bank. Our results show also a shift from institutional to interpersonal trust that occurs during the customer/bank relationship. Key words: Customer/bank relationship, Development process of trust, Interpersonal and institutional trust, Retrospective case studies.

Keywords: Customer/bank relationship; Development process of trust; Interpersonal and institutional trust; Retrospective case studies (search for similar items in EconPapers)
Date: 2009-09
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Published in Revue marocaine de recherche en management et marketing, 2009, Marketing des services, responsabilité sociétale et gestion de la relation client, 2-3

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01418977

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