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Loyaut� Et Performance: Une Analyse Empirique Dans Un R�Seau Coop�Ratif Bancaire

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  • Daniel C�té
  • Adil Belhouari
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    Abstract

    Dans cet article, nous analysons la relation entre l'orientation-marché, la position concurrentielle, la loyauté et la performance financière de l'entreprise. L'analyse empirique, basée sur une approche d'équations structurelles, est menée en contexte coopératif. Notre modèle s'appuie sur l'approche des ressources et intègre les inputs opérationnels, le profil stratégique, la position concurrentielle, la loyauté-client ainsi que la performance de l'entreprise (croissance des ventes et rentabilité). Les résultats obtenus supportent le lien entre la stratégie d'orientation-marché et la performance de l'entreprise en contexte coopératif (secteur bancaire) alors que le r�le de médiation de la loyauté relativement aux dimensions stratégiques est démontré. Copyright � 2009 The Authors Journal compilation � CIRIEC 2009.

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    Bibliographic Info

    Article provided by Wiley Blackwell in its journal Annals of Public and Cooperative Economics.

    Volume (Year): 80 (2009)
    Issue (Month): 2 (06)
    Pages: 315-344

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    Handle: RePEc:bla:annpce:v:80:y:2009:i:2:p:315-344

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