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Réactance psychologique et confiance : le refus de l'engagement et les limites du marketing relationnel

Author

Listed:
  • Denis Darpy

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

  • Isabelle Prim-Allaz

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

Relationship marketing makes an implicit assumption : customers are committed. This commitment is based on the existing trust between the customer and the service provider. However, customers may reject commitment, because of psychological reactance, without any loss of trust. This article considers potential interactions between trust and psychological reactance. The empirical analysis is developed in the health sector.

Suggested Citation

  • Denis Darpy & Isabelle Prim-Allaz, 2006. "Réactance psychologique et confiance : le refus de l'engagement et les limites du marketing relationnel," Post-Print halshs-00470601, HAL.
    • Handle: RePEc:hal:journl:halshs-00470601
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00470601
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    Citations

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    Cited by:

    1. Annie Banikema & Dominique Roux, 2014. "La propension à résister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande," Post-Print hal-02956891, HAL.
    2. repec:dau:papers:123456789/3539 is not listed on IDEAS
    3. repec:dau:papers:123456789/294 is not listed on IDEAS
    4. Annie Banikema & Dominique Roux, 2014. "La propension à résister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande," Grenoble Ecole de Management (Post-Print) hal-02956891, HAL.

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