Proposition d’un modèle de l’influence des normes de la relation de Macneil (1980) sur la satisfaction d’un client vis à vis de son institution financière principale

The purpose of this paper is to present a conceptual model of the influence of the relationship norms proposed by Macneil (1980), both on the customer’s satisfaction, and on the satisfaction predictive capacity. This latest can be measured in term of recommendations and consumer’s loyalty. A review of the literature concerning exchange and satisfaction has been done. We have chosen the services field in particularly the banking sector. We think that studying the link between the Macneil’s contractual norms and satisfaction would help clarifying the exchange relation between supplier and buyer.