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La relation client à l'heure du numérique : Le cas du marketing bancaire

Author

Listed:
  • Philippe Mouillot

    (CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

La numérisation de l'activité bancaire et les stratégies multicanales rendent moins attractive la visite en agence, une éducation qui rend les clients moins sensibles aux conseils dispensés par les conseillers. Dans ce contexte, cet article étudie la stratégie d'une enseigne qui développe un marketing à destination de ses personnels afin de recréer, renforcer et finalement faire vivre l'identité de la marque à des fins de ressource stratégique.

Suggested Citation

  • Philippe Mouillot, 2019. "La relation client à l'heure du numérique : Le cas du marketing bancaire," Post-Print hal-02146068, HAL.
    • Handle: RePEc:hal:journl:hal-02146068
    DOI: 10.3917/mav.108.0063
    Note: View the original document on HAL open archive server: https://hal.science/hal-02146068
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