amine, abdelmajid university of paris 12, France , amine, abdelmajid university of paris est - irg, France , gatfaoui, shérazade university of marne la vallée, France , gatfaoui, shérazade university of paris est - irg, France

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

31605

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.

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Customer , bank relationship , Development process of trust , Interpersonal and institutional trust , Retrospective case studies

Revue Marocaine De Recherche En Management Et Marketing

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