Approche comportementale des particuliers face à la télématique bancaire : le cas de la banque à domicile
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Abstract EN:
Automated bank services processus imply that the interaction between the customer and the banker have to be reconsidered customers agreement to these new processes may depend on their aquired experience. Three steps describe this experience : access, habit, exploration a survey of a sample of 900 bank customers from languedoc. Roussilon shows this experience process. The results of this survey offer many opportunities, more particularly about the formalisation of bank customer new technologies of information agreement processes.
Abstract FR:
L'automatisation des processus de prestations de services bancaires conduit a repenser l'interaction prestataire beneficiaire. L'adhesion des particuliers a ces nouveaux processus semble dependre de leur experience acquise. Cette derniere se decompose en une phase d'approche, une phase de routine et une phase d'exploration. L'etude de la banque a domicile, realisee, complete opportunement les recherches de marketing des services sur la gestion de la participation du client aux processus non automatises et aux processus entierement deterministes.