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Comment former le client à son rôle de coproducteur ? Etude de l’influence de la formation et de ses caractéristiques sur les bénéfices de la coproduction

Author

Listed:
  • Lionel Nicod

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Sylvie Llosa

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Cette recherche étudie l'impact de la formation du client à son rôle lors d'une rencontre de service. Elle examine l'influence de celle-ci sur les bénéfices de la coproduction en adoptant un regard croisé : celui de l'entreprise, à travers la productivité du personnel en contact, et celui du client, via sa satisfaction. La recherche se décompose en deux phases. Elle montre d'abord que globalement la formation accroît la productivité du personnel sans nuire à la satisfaction. Une fois l'intérêt de former le client avéré, elle s'intéresse à deux caractéristiques de la formation : son contenu (cognitif seul ou cognitif et affectif) et le moyen par lequel elle est délivrée (en personne ou numérique). La formation du client augmente la productivité particulièrement quand son contenu est à la fois cognitif et affectif alors que son moyen ne l'influence pas. Inversement, concernant la satisfaction, la formation donnée par du personnel a un impact plus important qu'une formation numérique tandis que son contenu ne l'affecte pas. Ces résultats donnent des pistes d'actions aux entreprises pour améliorer leurs bénéfices et ceux du client.

Suggested Citation

  • Lionel Nicod & Sylvie Llosa, 2018. "Comment former le client à son rôle de coproducteur ? Etude de l’influence de la formation et de ses caractéristiques sur les bénéfices de la coproduction," Post-Print hal-01838280, HAL.
    • Handle: RePEc:hal:journl:hal-01838280
    DOI: 10.1177/0767370118773654
    Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01838280
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    References listed on IDEAS

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