Mieux comprendre la fidélité des consommateurs

6533b828fe1ef96bd128829c

RESEARCH PRODUCT

Mieux comprendre la fidélité des consommateurs

Véronique Plichon Marie-christine Lichtlé

subject

General Computer Science 0502 economics and business 05 social sciences 050211 marketing 050203 business & management

description

L'objectif de cet article est de proposer une synthèse d'un concept primordial en marketing, aussi bien d'un point de vue managérial que conceptuel: la fidélité. Après avoir analysé les définitions de la fidélité et leur évolution, un panorama des explications théoriques est dressé. Quatre grands processus fondés sur des théories différentes peuvent être identifiés. L'objectif est de comprendre comment les intégrer dans un modèle général, afin de pouvoir faire émerger de nouvelles pistes de réflexion.

year	journal	country	edition	language
2008-12-01	Recherche et Applications en Marketing (French Edition)

https://doi.org/10.1177/076737010802300405

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