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Bénéfices perçus de la fidélisation et qualité relationnelle : une application exploratoire au secteur du transport aérien

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Author Info
Pierre Volle () (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)
Aïda Mimouni (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)
Abstract

Après avoir réalisé une typologie des clients réguliers sur la base des bénéfices perçus de la fidélisation (bénéfices utilitaires, hédoniques et de reconnaissance), cet article propose d’expliquer la diversité des bénéfices à partir d’un ensemble de variables relationnelles (degré d’engagement, de confiance et de satisfaction relationnelle). L’une des principales contributions de la recherche consiste à montrer que la qualité relationnelle détermine en partie les leviers de la fidélisation, via les bénéfices perçus du programme.

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Paper provided by HAL in its series Post-Print with number halshs-00164836_v1.

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Date of creation: 25 May 2003
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Publication status: Published - Presented, 19ème Congrès International de l’Association Française du Marketing, 2003, Gammarth, Tunisia
Handle: RePEc:hal:journl:halshs-00164836_v1

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Keywords: engagement; confiance; satisfaction; fidélisation; analyse discriminante;

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References listed on IDEAS
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  1. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. " Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 28(1), pages 50-66, June.
  2. Pierre Volle & Sophie Rieunier, 2002. "Tendances de consommation et stratégies de différenciation des distributeurs," Post-Print halshs-00151274_v1, HAL. [Downloadable!]
  3. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. " Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 20(4), pages 644-56, March.
  4. Csikszentmihalyi, Mihaly, 2000. " The Costs and Benefits of Consuming," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 27(2), pages 267-72, September.
  5. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," Les Cahiers de Recherche 698, HEC Paris. [Downloadable!]
  6. Fisher, Robert J & Ackerman, David, 1998. " The Effects of Recognition and Group Need on Volunteerism: A Social Norm Perspective," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 25(3), pages 262-75, December.
  7. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 24(4), pages 343-73, March.
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