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L'identification du client à l'entreprise : une étude des conséquences relationnelles dans le secteur non marchand

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Author Info

  • Pierre Volle

    ()
    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)

  • Fanny Reniou

    ()
    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)

  • Elisa Monnot

    ()
    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)

Abstract

Une revue de littérature transdisciplinaire a permis de déceler l'émergence d'un nouveau construit en marketing, l'identification du client à l'entreprise. Il s'agit du processus par lequel les croyances d'un client à l'égard d'une entreprise lui permettent d'affirmer son identité et l'amènent à se percevoir comme semblable aux autres clients de cette entreprise. Notre recherche propose un outil de mesure du construit d'identification à l'entreprise et s'intéresse à ses conséquences relationnelles, que sont la connaissance de l'entreprise, l'empathie, l'attachement et l'investissement dans la relation.

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File URL: http://halshs.archives-ouvertes.fr/docs/00/63/86/41/PDF/identification_monnot_reniou_et_volle_afm_2009.pdf
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Bibliographic Info

Paper provided by HAL in its series Post-Print with number halshs-00638641.

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Date of creation: 2009
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Publication status: Published - Presented, 25ème Congrès International de l'Association Française du Marketing, Londres, Royaume-Uni, 2009, United Kingdom
Handle: RePEc:hal:journl:halshs-00638641

Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00638641/en/
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Web page: http://hal.archives-ouvertes.fr/

Related research

Keywords: marketing relationnel; identification du client à l'entreprise; investissement dans la relation; attachement;

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