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

Abdelmajid Amine (1) , Sherazade Gatfaoui (1)

1 IRG - Institut de Recherche en Gestion

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 restrospective 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/which occur along/during the customer/bank relationship.

Mots clés: Customer/bank relationship; Development process of trust; Interpersonal and institutional trust; Retrospective case studies.

Domaines: Gestion et management

Abdelmajid Amine, Sherazade Gatfaoui. A DYNAMIC ANALYSIS OF TRUST IN CUSTOMER-BANK RELATIONSHIP: A RETROSPECTIVE CASE STUDIES APPROACH. Retroscapes and futurescapes : temporal tensions in organizations , GMA, Jun 2006, Palerme, Italy. ⟨hal-01541128⟩