The evolving status of trust in the relationship between vulnerable customers and banks

Le statut évolutif de la confiance dans la relation entre les clients vulnérables et les banques

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

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Abstract: This research analyzes trust building and evolution within the vulnerable customer–bank relationship. It introduces the time dimension to study the development processes of trust during services encounters. A qualitative and longitudinal study was undertaken based on retrospective cases conducted with dyads of vulnerable clients/advisors within a French bank. We highlight the general development process of interpersonal and institutional trust and the existence of two modes of trust building – linear and by stages – depending on the occurrence of banking incidents, their nature, and their resolution by the bank. We also observe a shift from institutional to interpersonal trust within the customer–bank relationship. We question banks' relational strategies and their willingness to restore confidence among this vulnerable population, which represents a small but quite profitable segment.

Keywords: trust; service encounters; relational strategies; social inclusion; France; Vulnerable customers; banks; Clients vulnérables; banques; confiance; relations de services; stratégies relationnelles; inclusion sociale (search for similar items in EconPapers)
Date: 2021-06-23
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Published in European Review of Service Economics and Management, 2021, Revue Européenne d’Économie et Management des Services 2021 – 1, n° 11, 2021 – 1 (n° 11), pp.55-86

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03407071

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