Loading...
Please wait, while we are loading the content...
Similar Documents
L'orientation relationnelle des clients: un nouvel outil de segmentation ?
| Content Provider | Semantic Scholar |
|---|---|
| Author | Prim-Allaz, Isabelle Sabadie, William |
| Copyright Year | 2003 |
| Abstract | Customers may have different points of view regarding what a good business relationship is. Indeed, for some customers a good relationship is one with frequent and warm interactions. For some others it is a distant relationship without any intimacy. To solve this paradox, this research present and analyse a new concept: the customer relational orientation. The basis of this work is two researches conducted by Gwinner & al. (1998) and Benamour & Prim (2000) to define and measure the relational orientation. The authors propose, thanks to these works and to a broader literature review, an approach based on benefits customers are looking for in their business relationships. They develop a measurement tool for this concept, including two dimensions: social benefits and benefits. One of the most important implications of this work is to offer a new segmentation tool. This should allow companies to have a better allocation of their human and financial resources regarding the management of their customers' relationships. Links between customers' relational orientation and other attitudinal and behavioural variables are also tested. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://hal.archives-ouvertes.fr/hal-00519858/document |
| Alternate Webpage(s) | https://iae.univ-lyon3.fr/medias/fichier/prim_sabadie_congres_marketing_dijon_2003_1170756264767.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
