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L'identification du client à l'entreprise : une étude des conséquences relationnelles dans le secteur non marchand

Author

Listed:
  • Fanny Reniou

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

  • Elisa Monnot

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

  • Pierre Volle

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

Abstract

A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i.e., customer-company identification. It is defined as the process whereby customer's beliefs about a company become self-defining and whereby he defines himself by the same attributes he believes define the other customers of this company. This research aims at developing a measurement scale of the construct and showing its relational consequences, such as knowledge about the company, empathy, relationship investment and attachment.

Suggested Citation

  • Fanny Reniou & Elisa Monnot & Pierre Volle, 2009. "L'identification du client à l'entreprise : une étude des conséquences relationnelles dans le secteur non marchand," Post-Print halshs-00638641, HAL.
  • Handle: RePEc:hal:journl:halshs-00638641
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00638641
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