L'objectif de cette contribution est de clarifier les statuts et les rôles émergents du concept de confiance en marketing et de caractériser sa diffusion dans la discipline. Pour cela, nous distinguerons deux plans d'observation : les domaines d'application et la “théorie générale” du marketing. Les applications du concept se sont multipliées dans le champ des échanges interentreprises : problématiques de vente et de négociation, et problŕmatique du canal (relations client-fournisseur et accords co-latéraux). Cette diffusion est indissociable de l'extension de la théorie générale vers le marketing relationnel mais dans ce plan, la définitíon de la confiance et la maîtrise de sa dynamique demeurent incertaines. En effet, sur le plan fondamental, la portée théorique du concept s'est traduite par un apport à la compréhension de la structuration des transactions mais l'approche psychologique de l'échange a engendré des paradoxes dans l'appropriation du concept par le marketing. En conclusion, il apparaît que la progression théorique de la discipline gagnerait à la prise en considération par les chercheurs, de la problématique du rapport entre la théorie de la satisfaction et la théorie de la confiance.
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