L'orientation relationnelle des clients : un nouvel outil de segmentation ?
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.
|Date of creation:||2003|
|Publication status:||Published in 8ème Journées de Recherche en Marketing de Bourgogne, 2003, Dijon, France. pp.CD Rom, 2003|
|Note:||View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-00519858|
|Contact details of provider:|| Web page: https://hal.archives-ouvertes.fr/|
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