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


  • Isabelle Prim-Allaz

    () (COACTIS - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet [Saint-Étienne])

  • 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)


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.

Suggested Citation

  • Isabelle Prim-Allaz & William Sabadie, 2003. "L'orientation relationnelle des clients : un nouvel outil de segmentation ?," Post-Print hal-00519858, HAL.
  • Handle: RePEc:hal:journl:hal-00519858
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