A DYNAMIC ANALYSIS OF TRUST IN CUSTOMER-BANK RELATIONSHIP: A RETROSPECTIVE CASE STUDIES APPROACH

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.

AMINE, Abdelmajid; GATFAOUI, Shérazade

Revue Marocaine de Recherche en Management et Marketing (2010)

No 2-3 (2010): Septembre 2009-Août 2010 : Marketing des services, Responsabilité Sociétale & Gestion de la Relation Client

DOI: 10.48376/IMIST.PRSM/remarem-v0i2-3.3408

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/3408