Cet article examine les rôles respectifs des deux facettes de l'engagement envers l'entreprise (affectif et calculé) et de la confiance interpersonnelle (crédibilité et bienveillance) dans l'instauration d'un échange relationnel pour différents types de client (mono vs multi-fidèles, anciens vs nouveaux). L'étude réalisée dans le secteur bancaire (N = 1999) montre que: 1) l'engagement calculé qui s'accroît dans le temps nuit à L'établissement d'un échange relationnel; 2) sur le long terme, la confiance du client a généralement un rôle décroissant alors que l'engagement affectif devient prépondérant dans L'échange relationnel; 3) la bienveillance des personnels en contact encourage — via un effet de réciprocité — une plus grande bienveillance des clients, et ceci d'autant plus que leur vulnérabilité est forte; 4) la crédibilité des personnels en contact produit au contraire des effets de contraste et conduit les clients monogames à des intentions négatives. Des implications pour la gestion de la relation client (anciens / nouveaux, mono / multi) sont soulignées.
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