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Listening to the customer: what those concerned think?
[L’écoute client : qu’en pensent les intéressés ?]

Author

Listed:
  • Béatrice Siadou-Martin

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Naouel Makaoui

    (ICD International Business School Paris)

  • Smaïl Benzidia

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Omar Bentahar

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Faced with increased competition and volatile consumers, companies should be grounded in a market oriented approach, including customer focus as a pillar. This research focuses on consumer perception concerning customer listening devices practiced by companies. The consumers' motivations giving their opinions and perceptions of the main listening devices are studied. Moreover, the adequacy between the nature of the message to communicate to the companies and the client listening devices is examined using the scenario method. The results showed that the choice of devices mobilized by customers depends on the situation and the devices seem complementary. Finally, managerial implications and the perspectives of research are exposed.

Suggested Citation

  • Béatrice Siadou-Martin & Naouel Makaoui & Smaïl Benzidia & Omar Bentahar, 2016. "Listening to the customer: what those concerned think? [L’écoute client : qu’en pensent les intéressés ?]," Post-Print hal-02511016, HAL.
    • Handle: RePEc:hal:journl:hal-02511016
    DOI: 10.3917/qdm.163.0053
    as

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