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Le traitement de faveur comme outil de recrutement de clientèle: le problème de la résistance du consommateur

Author

Listed:
  • Raphaëlle Butori

    (ESSEC Business School)

  • Virginie Pez

    (Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

De plus en plus d'entreprises accordent des traitements de faveur aux consommateurs lors de leur toute première interaction avec eux, dans une optique de recrutement. Prenant appui sur les concepts de légitimité, de réciprocité et d'inférence, nous montrons, à travers une étude quantitative (N=301) et une étude qualitative, que cette pratique peut être à l'origine d'un phénomène de résistance se traduisant par le rejet de la marque, ou au contraire l'adoption de comportements opportunistes. Nos résultats permettent de formuler des recommandations en vue d'une meilleure utilisation de cet outil de CRM.

Suggested Citation

  • Raphaëlle Butori & Virginie Pez, 2012. "Le traitement de faveur comme outil de recrutement de clientèle: le problème de la résistance du consommateur," Post-Print hal-02055379, HAL.
    • Handle: RePEc:hal:journl:hal-02055379
    DOI: 10.1177/076737011202700403
    as

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