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Confiance Dans La Relation Consommateur – Prestataire De Service : Le Role Central Du Personnel En Contact

Author

Listed:
  • Sherazade Gatfaoui

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

La relation de service dans laquelle s'inscrivent les relations sociales entre le personnel en contact et le client, constitue désormais une caractéristique distinctive du marketing des services. A partir de l'approche relationnelle de l'échange, qui révèle l'importance de la confiance, cette recherche analyse la relation de service et propose un cadre conceptuel de l'échange consommateur-prestataire de service. Ce schéma souligne l'existence d'une relation élargie et multiple, faisant intervenir le personnel en contact au coeur de l'interaction consommateur-prestataire de service. Il montre ainsi le rôle central de ce dernier dans l'orientation des relations à long-terme entre le consommateur et le prestataire, identifié comme une entité à part entière.

Suggested Citation

  • Sherazade Gatfaoui, 2000. "Confiance Dans La Relation Consommateur – Prestataire De Service : Le Role Central Du Personnel En Contact," Post-Print hal-01422193, HAL.
    • Handle: RePEc:hal:journl:hal-01422193
    Note: View the original document on HAL open archive server: https://hal.science/hal-01422193
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    References listed on IDEAS

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    1. S. Pontier, 1988. "Image du point de vente: pour une prise en compte de l'image interne," Post-Print hal-02011438, HAL.
    2. Swan, John E. & Bowers, Michael R. & Richardson, Lynne D., 1999. "Customer Trust in the Salesperson: An Integrative Review and Meta-Analysis of the Empirical Literature," Journal of Business Research, Elsevier, vol. 44(2), pages 93-107, February.
    3. Williamson, Oliver E, 1993. "Calculativeness, Trust, and Economic Organization," Journal of Law and Economics, University of Chicago Press, vol. 36(1), pages 453-486, April.
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    Cited by:

    1. Laure FANGUE & Colette SIMO & Jean DOUANLA, 2020. "Effect of Customer Trust on Customer Loyalty: Case of Second-Tier Microfinance Institutions in Cameroon," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 53-59, June.

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