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Etablir une relation de fidélité dans le secteur bancaire : le cas de la cible " étudiants "

Abstract : This research investigates the antecedents of students' loyalty in retail banking services, through the four phases approach suggested by Oliver (1999). The analysis of 60 semi-directive interviews confirms the importance of satisfaction, confidence and affective commitment in the development of customer loyalty. The results show that a large part of students have achieved an advanced stage in the loyalty process. This youth segment is waiting for interpersonal relationships with banking advisors. The formers play a key-role in the development of confidence and affective commitment, which are convenient factors to engage in commercial transactions.
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https://halshs.archives-ouvertes.fr/halshs-00865991
Contributor : Jean-Marie Brignier <>
Submitted on : Wednesday, September 25, 2013 - 3:14:46 PM
Last modification on : Friday, October 23, 2020 - 4:39:11 PM
Long-term archiving on: : Friday, April 7, 2017 - 2:47:31 AM

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Caroline Bayart, Jean-Marie Brignier. Etablir une relation de fidélité dans le secteur bancaire : le cas de la cible " étudiants ". 2013. ⟨halshs-00865991⟩

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