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L'expérience au cœur de l'analyse des relations magasin-magasineur

Author

Listed:
  • Patrick Bouchet

    (UB - Université de Bourgogne)

Abstract

L'objectif de cet article est d'enrichir les travaux en marketing par les sciences sociales dans l'analyse des relations magasin-magasineur. Afin de porter un regard croisé sur cet objet d'étude, deux conditions sont apparues nécessaires. D'une part, l'usage du concept d'expérience contribue à mutualiser les théories et les méthodologies existantes. D'autre part, le recours à trois niveaux d'observation complémentaires («méso-social», «micro-individuel» et «micro-interactionniste») favorise l'interdépendance disciplinaire des approches en déclinant le concept d'expérience («production de contexte d'expériences», «recherche d'expériences», «expériences situées» et «dissonance expérientielle»). Au final, un dispositif expérientiel d'analyse est proposé pour mieux appréhender et comprendre les relations entre distributeurs et consommateurs et leur mode d'étude. Il débouche sur des préconisations de réenchantement de l'offre en magasin qui sont davantage centrées sur les expériences à faire vivre aux magasineurs.

Suggested Citation

  • Patrick Bouchet, 2004. "L'expérience au cœur de l'analyse des relations magasin-magasineur," Post-Print hal-02023004, HAL.
    • Handle: RePEc:hal:journl:hal-02023004
    DOI: 10.1177/076737010401900203
    as

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    Cited by:

    1. Christophe Bezes, 2013. "L'image du magasin : définition, effets, mesure et perspectives de recherche," Post-Print hal-02086704, HAL.

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