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« Je suis fidèle mais pas fidèle a la marque, je suis fidèle à la réduction » : les motivations économiques des participants aux programmes de fidélisation en retail

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  • Brahim Idir

    (Centre d'Economie de l'Université de Paris Nord (CEPN))

Abstract

La recherche sur les programmes de fidélisation (PF) se concentre principalement sur l’étude de leur efficacité du côté des entreprises, négligeant la manière dont les consommateurs perçoivent ces programmes. Bien qu’un design et un management appropriés d’un PF soient essentiels, c’est les réactions des consommateurs qui déterminent in fine le succès d’un PF (Liu et Yang, 2009). Ce papier examine à travers une étude qualitative auprès de 22 participants aux PF en retail, l’impact perçu des récompenses économiques sur le comportement des clients et les conséquences qui en découlent. Cette recherche révèle le besoin des participants aux PF pour davantage de réciprocité avec les retailers. Les consommateurs soulignent l’iniquité de la relation et considèrent que la récompense est un droit. Cependant, les bénéfices économiques perçus ne modifient pas les niveaux d’achat, mais induisent une fidélité au programme de fidélité et suscitent davantage de critiques de la part des consommateurs.

Suggested Citation

  • Brahim Idir, 2018. "« Je suis fidèle mais pas fidèle a la marque, je suis fidèle à la réduction » : les motivations économiques des participants aux programmes de fidélisation en retail," CEPN Working Papers 2018-04, Centre d'Economie de l'Université de Paris Nord.
    • Handle: RePEc:upn:wpaper:2018-04
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    References listed on IDEAS

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    Keywords

    Fidélité à l’enseigne ; monétisation des programmes de fidélisation ; motivations ; critiques ; retail;
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