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Satisfaction des clients et part de marché de l'entreprise : Un réexamen au regard de récentes avancées théoriques

Author

Listed:
  • Paul Valentin Ngobo

    (UM2 - Université Montpellier 2 - Sciences et Techniques)

Abstract

Selon la littérature marketing, la satisfaction des clients permet à une entreprise d'augmenter ses ventes ou sa part de marché. Les clients satisfaits achèteront de nouveau la marque, la recommanderont à d'autres consommateurs et payeront un "supplément de prix" pour conserver les avantages de cette marque. Cette relation a non seulement été peu étudiée empiriquement mais, en plus, la plupart des auteurs supposent qu'elle est linéaire. Or de récentes études soulignent que la relation entre la satisfaction, la fidélité (réachat), et le bouche à oreille serait non linéaire. La présente recherche réexamine donc la relation entre la satisfaction et la part de marché au regard de ces récentes études. Les résultats montrent que la relation entre la position concurrentielle d'une entreprise en matière de satisfaction et sa part de marché est non linéaire de forme cubique positive (rendements croissants). En d'autres termes, il existe un niveau de performance à atteindre (en matière de satisfaction) par rapport aux concurrents pour que la satisfaction rapporte des résultats appréciables en termes de part de marché. Cependant, cette relation varie selon les secteurs : la satisfaction a des effets plus marqués sur la part de marché des entreprises qui vendent des biens/services non durables que sur celle des entreprises de biens/services durables.

Suggested Citation

  • Paul Valentin Ngobo, 2000. "Satisfaction des clients et part de marché de l'entreprise : Un réexamen au regard de récentes avancées théoriques," Post-Print hal-02018573, HAL.
  • Handle: RePEc:hal:journl:hal-02018573
    DOI: 10.1177/076737010001500202
    as

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    Citations

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    Cited by:

    1. Christèle Camelis & Florence Dano & Kiane Goudarzi & Viviane Hamon & Sylvie Llosa, 2013. "The roles of co-clients and their influence on overall satisfaction during the service experience," Post-Print hal-01822880, HAL.
    2. Angela Eliza Micu & Olfa Bouzaabia & Rym Bouzaabia & Adrian Micu & Alexandru Capatina, 2019. "Online customer experience in e-retailing: implications for web entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 15(2), pages 651-675, June.

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