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Les apports du développement des nouvelles aides à la vente au coeur de la relation clients-entreprises : une approche exploratoire

Author

Listed:
  • Marie Beck

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

  • Dominique Crie

Abstract

Cette communication a reçu le Prix de la meilleure communication prospective décernée par le Pôle de Compétitivité des Industries du Commerce (PICOM) lors du 15ème Colloque Etienne THIL, Lille (29-30 novembre 2012) Les apports du développement des nouvelles aides à la vente au coeur de la relation clients-entreprises : une approche exploratoire. Résumé : Cette recherche montre quels sont les apports des Nouvelles Aides à la Vente (NAV) pour les consommateurs qui les utilisent et les entreprises qui les mettent en place. Le concept de NAV est d'abord défini et inséré dans un cadre théorique puis une approche des apports supposés aux niveaux affectif et cognitif basés respectivement sur l'émotion, la valeur perçue et le risque perçu est proposée. Une étude exploratoire menée sur 18 personnes montre que les NAV ont un impact sur les dimensions affective (émotions générées), cognitive (risque perçu) et conative (intention et impulsion d'achat) de l'attitude. Ensuite, quelques variables modératrices de ces effets sont présentées.

Suggested Citation

  • Marie Beck & Dominique Crie, 2013. "Les apports du développement des nouvelles aides à la vente au coeur de la relation clients-entreprises : une approche exploratoire," Post-Print hal-05300387, HAL.
    • Handle: RePEc:hal:journl:hal-05300387
    Note: View the original document on HAL open archive server: https://hal.science/hal-05300387v1
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    References listed on IDEAS

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