IDEAS home Printed from
   My bibliography  Save this paper

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
    Note: View the original document on HAL open archive server:

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. repec:dau:papers:123456789/3539 is not listed on IDEAS


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00519858. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (CCSD). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.