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Comprendre les motivations des clients à suivre une formation

Author

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  • Elisa Monnot

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Cet article examine les motivations des clients à suivre une formation afin d'améliorer l'usage qu'ils font des produits. Les pratiques d'éducation des clients ont rarement fait l'objet de recherches dans la littérature marketing. Elles sont analysées ici du point de vue des clients à partir d'une étude qualitative ayant pour but de dégager les principales raisons qui les incitent à suivre des formations auprès des entreprises. A partir d'une revue de littérature dans différents champs de recherche, cette étude permet de faire ressortir trois types de motivations déterminantes – utilitaires, hédoniques et symboliques – avec des manifestations spécifiques à la formation des clients.

Suggested Citation

  • Elisa Monnot, 2009. "Comprendre les motivations des clients à suivre une formation," Post-Print hal-05773616, HAL.
    • Handle: RePEc:hal:journl:hal-05773616
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