From the Transactional to the Relational in the Customer-Supplier Relationship: Case of the Tunisian Banks

This research deals with the links between the customer-supplier relationships and the perceived performance of the Tunisian banks. The conceptual framework sets out the theoretical foundations of the different types of relationships that may have an impact on the performance of banks and advocates the complementarity between the transactional and relational approaches so as to improve perceived performance. The results of a quantitative study about 600 customers of commercial banks in Tunisia indicate, on the one hand, the effective links between the transactional and relational approaches and the performance perceived by the customers and, on the other hand, the complementarity of both approaches in improving the performance of the Tunisian banks.