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Une étude empirique des relations entre personnalisation, proximité dyadique et identité de clientèle

Author

Listed:
  • A. Salerno

    (CLAREE)

Abstract

Malgré tout l'intérêt porté à la « personnalisation » et au traitement spécial du client en marketing relationnel dyadique, une revue de littérature révèle que ces notions restent floues, que les recherches empiriques sont peu nombreuses et que la bipolarité entre l'individuel et le social n'est pas suffisamment prise en compte. Cette recherche développe la notion d'identité de clientèle. Elle étudie ensuite les relations entre l'évaluation des actions de personnalisation, les attentes d'exclusivité, les sensations d'identité de clientèle et de proximité relationnelle. L'étude empirique est réalisée dans le contexte de la relation banque-particulier. Les résultats soulignent l'importance de l'identité de clientèle et plusieurs voies de recherche sont proposées pour améliorer la compréhension des relations entre le contexte relationnel et la personnalisation.

Suggested Citation

  • A. Salerno, 2001. "Une étude empirique des relations entre personnalisation, proximité dyadique et identité de clientèle," Post-Print hal-02019186, HAL.
  • Handle: RePEc:hal:journl:hal-02019186
    DOI: 10.1177/076737010101600402
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-02019186
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    Cited by:

    1. Laure Ambroise & Céline Bérard & Isabelle Prim-Allaz & Martine Séville, 2011. "Don de sang, la communication de l'EFS," Working Papers hal-00662831, HAL.
    2. Pierre Volle & Aïda Mimouni, 2003. "Bénéfices perçus de la fidélisation et qualité relationnelle : une application exploratoire au secteur du transport aérien," Post-Print halshs-00164836, HAL.
    3. Marc Bollecker & Patricia Niglis, 2006. "La Dimension Relationnelle De La Fonction De Contrôleur De Gestion," Post-Print halshs-00548093, HAL.

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