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Management du consommateur multicanal : Importance de l’intégration perçue de la gestion de la fidélité

Author

Listed:
  • Hanene Oueslati

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

Abstract

La gestion de la fidélité constitue l'une des préoccupations majeures des managers des enseignes multicanal. Comment retenir mes clients multicanal ? Et comment convertir mes shoppers multicanal en clients multicanal ? Telles sont les questions auxquelles ce papier vise à répondre, à travers une étude quantitative auprès de 343 consommateurs multicanal. Les résultats montrent un impact significatif de l'intégration perçue de la gestion de la fidélité sur la confiance dans l'enseigne multicanal et sur les comportements multicanal. Ils montrent également le rôle de l'intégration perçue de la gestion de la fidélité dans le management des consommateurs multicanal. Managing loyalty is one of the most important issues for multichannel retailers. How to retain multichannel customers? How to convert multichannel shoppers into multichannel customers? We answered these questions through a quantitative study of 343 multichannel consumers. Survey results show the impact of perceived loyalty management integration on trust in multichannel retailer and on multichannel behaviour. Also, they show the importance of perceived loyalty management integration on multichannel consumer management.

Suggested Citation

  • Hanene Oueslati, 2013. "Management du consommateur multicanal : Importance de l’intégration perçue de la gestion de la fidélité," Post-Print hal-04118004, HAL.
    • Handle: RePEc:hal:journl:hal-04118004
    as

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