NDLI: Les Mecanismes De La Confiance Dans Le Discours Des Clients : Le Cas D'une Banque Mutualiste

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Les Mecanismes De La Confiance Dans Le Discours Des Clients : Le Cas D'une Banque Mutualiste

Content Provider	Semantic Scholar
Author	Gatfaoui, Shérazade
Copyright Year	2003
Abstract	Le secteur bancaire est aujourd'hui confronte a une evolution paradoxale : la recherche d'une necessaire reconciliation entre la banalisation du metier bancaire et la « reconquete » de la confiance du client qui existait a l'origine (dans les annees 1970). Cependant, les mecanismes de construction de la confiance dans la relation client-individuel/banque, dans une perspective temporelle, sont peu traites. L'objectif de cet article est donc d'analyser les mecanismes de la confiance dans la relation bancaire. Une etude exploratoire, menee aupres de dix-huit clients d'une banque mutualiste, a permis de mettre en evidence les conceptions et les mecanismes de la confiance. Apres avoir justifie notre problematique nous presenterons la methodologie retenue. Enfin, nous exposerons les principaux resultats, les implications et les pistes de recherche envisagees. Abstract Today, the french banking environment is faced to a challenge : to develop the performance and to establish, with the consumers, a strong relationship based on trust. This research focuses on the mechanisms and the evolution of trust in consumer/bank relationship, in a temporal perspective. This topic, except for few studies concerning interfirm collaborative relationships, is still unexplored in consumer behaviour. Firstly, this research analyzes the concept of trust. Then, we present an exploratory and qualitative study conducted among a bank, to analyze the conceptions and the mechanisms of trust in the consumer/bank relationship. Finally, the results from the study are presented.
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://hal.archives-ouvertes.fr/hal-01539868/document
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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