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Attentions spéciales et performances des programmes relationnels

Author

Listed:
  • Isabelle Collin-Lachaud

    (GERME - Groupe d'études et de recherches en management des entreprises (EA n° 4112) - ESA - Ecole Supérieure des Affaires de l'Université Lille 2 - Université de Lille, Droit et Santé)

  • Isabelle Sueur

    (CEREGE [Poitiers, La Rochelle] - 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

Les entreprises de la grande distribution développent des pratiques de personnalisation dans le cadre de leurs programmes relationnels. Si ces dernières y voient un moyen de se différencier, on peut se demander si les clients valorisent ou non ces attentions spéciales. Une étude dans le contexte de la grande distribution spécialisée met en évidence la valorisation des attentions spéciales par les clients et le caractère pérenne de cette dernière. Il apparaît surtout que les attentions spéciales sont efficaces puisqu'elles favorisent la fidélité tant attitudinale que comportementale pour des clients impliqués.

Suggested Citation

  • Isabelle Collin-Lachaud & Isabelle Sueur, 2008. "Attentions spéciales et performances des programmes relationnels," Post-Print halshs-02914336, HAL.
    • Handle: RePEc:hal:journl:halshs-02914336
    DOI: 10.7193/DM.051.17.26
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