Banque de réseau coopérative et relations de proximité : le cas du Crédit Mutuel de Bretagne

Abstract : Facing for several years with societal, technological, competitive and legal mutations, banking institutions see the need to review both the strategy of their retail bank network implantation and the model of the branch itself. Cooperative banks are particularly concerned by this challenge in that they have built their organizational model on a vast network of local agencies deeply rooted in the territories. Affected by a phenomenon of banalization resulting from the progressive hybridization of their model, they aspire today to regain their identity by inscribing their members at the heart of a banking relationship centered on territorial anchoring and modernity. We are therefore pondering about the determinants of this new proximity relationship in a cooperative banking context. To do this, we rely on a theoretical framework articulated around the theories of proximity that we confront with the actual situation. Our research has brought us to meet stakeholders in the local sphere (members, collaborators, administrators and branches managers) and the strategic core (general secretary). The results are also derived from the statistical analysis of a questionnaire survey carried out among 982 young members of Crédit Mutuel de Bretagne. Finally, we argue that the complexity of the attributes of proximity must lead management to reinvent the relations between members and the traditional retail bank, while ensuring that they don’t lock themselves into an institutional isomorphism which seems to be already well underway.
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Sébastien Le Foll. Banque de réseau coopérative et relations de proximité : le cas du Crédit Mutuel de Bretagne. Gestion et management. Université de Bretagne occidentale - Brest, 2017. Français. ⟨NNT : 2017BRES0099⟩. ⟨tel-01865828⟩

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