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L'orientation relationnelle des clients : un nouvel outil de segmentation ?

Listed author(s):
  • Isabelle Prim-Allaz


    (COACTIS - UL2 - Université Lumière - Lyon 2 - Université Jean Monnet - Saint-Etienne)

  • William Sabadie


    (IRIS - Equipe de Recherche en marketing - Université Jean Moulin - Lyon III - Centre de Recherche Magellan - Université Jean Moulin - Lyon III - Institut d'Administration des Entreprises (IAE) - Lyon)

Registered author(s):

    Customers may have different points of view regarding what a good business relationship is. Indeed, for some customers a good relationship is one with frequent and warm interactions. For some others it is a distant relationship without any intimacy. To solve this paradox, this research present and analyse a new concept: the customer relational orientation. The basis of this work is two researches conducted by Gwinner & al. (1998) and Benamour & Prim (2000) to define and measure the relational orientation. The authors propose, thanks to these works and to a broader literature review, an approach based on benefits customers are looking for in their business relationships. They develop a measurement tool for this concept, including two dimensions: social benefits and benefits. One of the most important implications of this work is to offer a new segmentation tool. This should allow companies to have a better allocation of their human and financial resources regarding the management of their customers' relationships. Links between customers' relational orientation and other attitudinal and behavioural variables are also tested.

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    Paper provided by HAL in its series Post-Print with number hal-00519858.

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    Date of creation: 2003
    Publication status: Published in 8ème Journées de Recherche en Marketing de Bourgogne, 2003, Dijon, France. pp.CD Rom, 2003
    Handle: RePEc:hal:journl:hal-00519858
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