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Vers une communication client/vendeur médiatisée par l'usage de l'instrument digital

Author

Listed:
  • Madiha Bendjaballah

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Christian Dianoux

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Sandrine Heitz-Spahn

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Reposant sur des interactions humain/humain demeure, la rencontre de service 2.0, marquée par des interactions humain/instrument digital/humain, (cf, Larivière & al, 2017), tend particulièrement à se développer dans les grandes surfaces spécialisées. Cette technologie transforme le point de vente, tant au niveau du rôle des personnels en contact (Christ-Brendemühl & Schaarschmidt, 2020), que de l'expérience vécue par le chaland (Grewal & al, 2019). L'objectif de cette recherche est de mieux comprendre l'impact de l'utilisation du digital dans l'interaction entre le client et le vendeur, qui a été, jusqu'à présent, peu étudié. Elle s'inscrit dans une approche triadique qui intègre l'instrument digital comme troisième pôle entre le vendeur et le client. En s'inscrivant dans le cadre d'une communication médiatisée par la technologie, nous choisissons de nous éloigner d'une démarche techno-centrée, pour nous focaliser sur une approche centrée autour des acteurs. L'instrument digital est donc analysé en tant que moyen d'action pour le client ou le vendeur.

Suggested Citation

  • Madiha Bendjaballah & Christian Dianoux & Sandrine Heitz-Spahn, 2022. "Vers une communication client/vendeur médiatisée par l'usage de l'instrument digital," Post-Print hal-03542762, HAL.
    • Handle: RePEc:hal:journl:hal-03542762
    Note: View the original document on HAL open archive server: https://hal.science/hal-03542762
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    References listed on IDEAS

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    1. Rémi Mencarelli & Arnaud Rivière, 2014. "La participation du client dans un contexte de self-service technologies . Une approche par la valeur perçue," Revue française de gestion, Lavoisier, vol. 0(4), pages 13-30.
    2. Dhruv Grewal & Stephanie M. Noble & Anne L. Roggeveen & Jens Nordfalt, 2020. "The future of in-store technology," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 96-113, January.
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    5. Rémi Mencarelli & Arnaud Riviere, 2014. "La participation du client dans un contexte de self-service technologies : une approche par la valeur perçue," Post-Print halshs-01153113, HAL.
    6. repec:dau:papers:123456789/12823 is not listed on IDEAS
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