Belhsen - recherches
BELHSEN Nouredine Enseignant-chercheur à l’ENCG
n.belhsen@yahoo.com
Denis Bories
Professeur de Marketing ESC Clermont Ferrand et à IUT Toulouse II denis.bories@univ-tlse2.fr
ABSTRACT
The purpose of this research is to examine the antecedents and consequences of trust in small and medium enterprise (SME) in chemical, electronic and electric sector of industry. First, we seek to fill if trust is intermediary variable between satisfaction, proactive behaviour and relationship continuity. Secondly, we try to find witch variable determine more satisfaction: technical quality of product or service quality associate. A qualitative exploratory with guided interview has been conducted by applying dyadic approach with 24 SME. Responses from 128 SME-buyer were used to test the model using structural equation modeling. The model has an excellent fit. Trust is positively related to relationship continuity. Satisfaction has more influence than proactive behaviour on trust. Finally, service quality associate is the key determinant of satisfaction.
Keywords: technical quality of product, service quality associate, satisfaction, proactive behaviour,
trust, relationship continuity, structural equation modeling.
Les auteurs remercient Ajay Kohli professeur de Marketing à Goizueta Business School et J. Michael Crant de University of Notre Dame’s Mendoza College of Business pour leurs commentaires et suggestions
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1. INTRODUCTION La confiance est un concept fort ancien. Elle a été reconnue, de façon implicite, dans les civilisations occidentales et orientales chez Aristote et Socrate et dans les sciences sociales notamment chez les philosophes David Hume, les sociologues Simmel George et les psychologues Enk Erikson (Gulati, 1995 ; Gulati 2007). Le premier travail qui a examiné de façon explicite la