Le contrat social dans le monde bancaire: une nouvelle façon d'envisager la relation avec les clients financièrement fragiles

Sabine Reydet ()
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Sabine Reydet: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: The social contract in the banking world: a new way of considering relationship to financially fragile customers The management of financially fragile customers represents a challenge for banks. These customers can legitimately claim access to banking offers, but they require a particular attention not to fall over to inextricable situations. This article shows through the example of a large French mutual bank, the interest of a personalized support, disconnected from all commercial logic, based on a social contract containing transactional and relational rules. This work also points out tensions arising from such measures, which, once controlled, can lead to reconstruct a mutual trust.

Keywords: relationship marketing; banks; trust; social contract; contradictions; vulnerable customers.; marketing relationnel; banque; confiance; contrat social; tensions; clients fragiles. (search for similar items in EconPapers)
Date: 2018-04-04
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2018, 89, pp.65-83. ⟨10.7193/DM.089.65.83⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308098

DOI: 10.7193/DM.089.65.83

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