Articles de recherche

L’expérience client : conceptualisation, enjeux et perspectives

Cette recherche s’intéresse à l’intérêt et à la difficulté d’appréhender et de mesurer le concept d’expérience client pour les entreprises.

Rolland (S.), «L’expérience client : conceptualisation, enjeux et perspectives», L’état des entreprises, 2015

1- Sujet traité
Cet article vise à éclairer le concept d’expérience client en y introduisant un volet émotionnel non traité auparavant dans les notions de marketing transactionnel et relationnel. Cette recherche met en avant les étapes clés de l’expérience client, de la pré à la post-expérience en s’interrogeant sur la capacité de mémorisation de cette expérience et étudier son impact sur l’acte d’achat. Un second volet de l’article traite de la gestion de l’expérience client par les entreprises et de leur intérêt à entretenir une relation mutuellement bénéfique et sur le long terme avec leurs clients. Pour cela, l’article expose un modèle de pilotage efficace, étapes par étapes, pour offrir au client un niveau continu de qualité d’expérience dans tous les points de contact. Lire la suite

Articles de recherche

Fidélisation et fidélité dans l’hôtellerie : une comparaison Franco-Slovaque

Lubica Hikkerova, Pierres Charles Pupion, Jean Michel Sahut. Management & Avenir. 2015/4, n°78, pages 161-181

1- Sujet traité
Depuis quelques années maintenant, nous constatons un développement accru de la concurrence dans le secteur du tourisme au niveau international. La question des programmes de fidélité dans le secteur des établissements hôteliers est préoccupante. Les auteurs ont choisi de réaliser une étude comparative entre la France et la Slovaquie pour comprendre les moyens et les effets des stratégies de fidélisation mise en place dans ces deux pays. Lire la suite

Vie de l'Observatoire

L’observatoire présenté au Club Commerce Connecté

Le 14 juin Le Club Commerce Connecté accueillait une présentation de l’Observatoire de la fidélité.

Le Club Commerce Connecté réunit des acteurs du Commerce traditionnel et e-commerce ainsi que des offreurs du Numérique de la Région Aquitaine qui proposent des solutions dans ce domaine.

L’objectif de ces réunions, les “CCC ConneCtion” est de mettre en lumière des pratiques autour de témoignages rapides sur une thématique : ici la fidélisation clientèle.

Uns synthèse de l’Observatoire de la fidélité et fidélisation clientèle a été présentée par Agnès PASSAULT, dans les locaux de l’IAE de la Rochelle. Elle a été suivie par des échanges avec la salle et par un cocktail. A revoir en vidéo ci-dessous.

[vidéo] CCC-ConneCtion spécial client, Agnès Passault présente l’Observatoire de la fidélité

 

Articles de recherche

Se considérer comme un client fidèle affecte-t-il l’évaluation des bénéfices reçus?

Gwarlann de Kerviler et Raphaelle Butori, Recherche et Applications en Marketing. N°4, Octobre 201511

1- Sujet traité
Plutôt que d’axer son propos sur la fidélisation client du point de vue de l’entreprise, cet article a pour objet d’étudier comment un client va percevoir sa propre fidélité et en quoi cette fidélité perçue va affecter l’appréciation que ce client a des avantages qu’il reçoit de l’entreprise.

Cette recherche part d’un constat simple : 80% des enseignes françaises disposaient d’un programme de fidélité en 2013. De par ces programmes, les entreprises vont différencier leurs clients fidèles de leurs clients lambda. Cette segmentation de la clientèle par le biais de la fidélité s’effectue la grande majorité du temps grâce à une méthode d’analyse de la qualité client appelée méthode R.F.M. Cette méthode permet donc d’évaluer la fidélité d’un client selon trois critères : la récence (date du dernier achat ou temps écoulé depuis), la fréquence (périodicité moyenne des achats sur une période considérée) et la valeur (montant des achats réalisés par ce client sur la période étudiée).

Les auteurs de cette étude ont voulu voir si la fidélité perçue par le client est différente ou non de la fidélité telle qu’elle est faite au sein des entreprises. De plus, l’étude exposée dans cet article va essayer de voir en quoi la fidélité perçue va avoir un effet sur l’évaluation des avantages “offerts” au client par l’entreprise. Lire la suite

Articles de recherche

Comprendre l’efficience du marketing relationnel et des programmes de fidélité dans les marchés globaux.

Understanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets

Joshua T.Beck, Kelly Chapman, Robert W.Palmatier. Journal of International Marketing, American Marketing Association. Volume 23, 2015, pages 1-21

1- Sujet traité
Cet article académique propose une étude des facteurs de réussite de relation marketing et des programmes de fidélisation. En effet, ces outils sont aujourd’hui de véritables stratégies de différenciation qui permettent aux entreprises de se dégager de la compétition internationalisée toujours plus intense. Les auteurs mettent en évidence au travers de leurs recherches les actions les plus efficaces selon les différents marchés. Lire la suite

Articles de recherche

A propos des programmes de fidélité dans les marchés émergents et développés : l’effet des valeurs culturelles sur le choix des programmes de fidélité.

“Loyalty Programs in Emerging and Developed Markets: The impact of Cultural Values on Loyalty Program Choice”

Frauke Mattison Thompson and Thorsten Chmura. Journal of International Marketing, Vol. 23, No. 3, 2015, pages 87-103

1- Sujet traité
Cet article cherchera à mesurer l’impact culturel d’un pays sur les préférences en matière de programmes de fidélité. Puis, cette recherche identifiera les différents programmes de fidélité existants en fonction des habitudes culturelles. Lire la suite

Articles de recherche

Gamme de produits et fidélisation des consommateurs dans les catégories d’achat fréquent : proposition d’un cadre conceptuel et d’un modèle diagnostic

Philippe Aurier, Victor Mejia. Décisions Marketing. n°78 Avril-Juin 2015, pages 95-112

1- Sujet traité
Cet article rédigé par Philippe Aurier et Victor Mejiaa a pour but de mettre en évidence la relation entre les gammes intra catégorielles, encore peu étudiées jusqu’à ce jour et la fidélité comportementale,des consommateurs. Il est ainsi présenté au cours de cet article,une décomposition détaillée des caractéristiques de la fidélité,comportementale autour de plusieurs axes d’études. Cette fidélité est ensuite étudiée ainsi que la performance des marques via le cas pratique réalisé sur une gamme de produits de consommation courante. Les auteurs présenteront ainsi leur diagnostic et leur analyse. Lire la suite

Non classé

How the Patriots mastered the NFL trade deadline

How the Patriots acquired the NFL trade deadline The NFL trade timeline, The lowest exciting deadline in all of pro sports, Is in the future, Sunday, March. 31. In contrast to other leagues, The day usually is inconsistent without much activity. Except one team: Their Patriots. New England has made moves at the deadline each year since 2012, Rarely throwing all in for children name. As a substitute Kareem Hunt Jersey, Bill Belichick always seems to find essential role veteran to fill a need. Sometimes those players don’t end up sticking around beyond the summer season. At times, They find a home as a key starter with a lasting deal. How does Belichick make the trade deadline work for the Patriots while most teams let it pass without picking up the phone? Does New England have another progress its sleeve this year? For some insight into how the Patriots approach the deadline compared to other league and what moves they might have in store this year, I discussed to Rich Hill from Pats Pulpit. What’s been the most receiving deadline deal the Patriots have made? A large number of underrated? If we monitored the trades, It would begin with cornerback Aqib Talib in 2012, Preventive tackle Isaac Sopoaga in 2013, Linebackers Akeem Ayers as well as the Jonathan Casillas in 2014, Protective tackle Akiem Hicks and linebacker Jonathan Bostic in 2015, As well as the linebacker Kyle Van Noy in 2016. The commonplace thread? All are preventive players. Bill Belichick says that he’ll only make a midseason trade if he knows the role that player will fill, And it’s easier for him to find where a defender will plug in, Versus a guy on offense. The Patriots almost always like to add a former starter that lost their job due to a coaching change and a new scheme. The top player acquired was Talib, Who signed a one year deal with the Patriots in 2013 and was named second team All Pro before heading to the gambling. Following option best was Hicks, Who recently signed an issue with the Chicago Bears. Nonetheless the”Most smart” Goes to Van Noy who became a starter for the Patriots defense that could winning Super Bowl LI, And he recently signed extra time to stay in New England. Belichick said that Van Noy’s role in 2017 differs from what he had envisioned during the acquisition, But it’s played out well. I think incorporating Ayers is the most underrated because he was everything that 2014 defense needed. The Patriots lost Chandler Jones for a stretch as a pass rusher and Ayers increased. Then the Patriots needed help at off the ball linebacker and Ayers again increased. He did a lot for the Patriots defense until they been feeling relaxed and were relatively healthy for the postseason https://www.chiefsgearforshop.com/KanhuY7JTwB4GQPKG/. I think he opened up Belichick’s eyes for the defense’s current bear front approach with versatile strong side linebackers playing at stake of scrimmage. It’s been a year simply because they traded Jamie Collins to the Browns. Would you continue to make that trade in hindsight? It’s my feeling question that Collins would make the Patriots defense better, But New England still won the Super Bowl and the draft pick purchased allowed the Patriots to trade for Brandin Cooks and to draft Deatrich Wise. I’d make that trade again in a heart rhythm. Collins signed the mega deal with the Browns that the Patriots were not willing to pay, So he would have walked in free agency anyway. Aside from that, Van Noy did a good enough job in 2016 and has emerged as a strong contributor in the last few weeks. I think we’ll go through this trade as a knockout victory for the Patriots in 2018 and beyond. Is there another position or player you would like to see the Patriots make a move for? I said that the Patriots typically acquire defensive players in October, So it is sensible to see if any defensive positions need help. For all their struggles this year, Needs to be the Patriots are slowly making progress back toward respectability on defense. You will find a chance the Patriots could add a player to the defensive front seven, But I believe the return of Shea McClellin from the injured reserve in the next couple of weeks will answer a lot of their outstanding questions. McClellin can help on the extra edge and at linebacker. He’s more uniform on the edge than Cassius Marsh, And he’s better in insurance policies than Elandon Roberts. Defensive tackle is a possible position for upgrading if the Patriots don’t think Vincent Valentine will make an impact upon his return, Or if they will move on from Alan Branch. I absolutely think the secondary is pretty solid, Despite allowing the actual most passing yards in the NFL. The cornerback depth has emerged as a strength within the last few two weeks with Malcolm Butler playing like his 2016 All Pro self and Johnson Bademosi and Jonathan Jones emerging as quality depth options. You’ll also be pushed to find a better safety trio than Devin McCourty, Tanker Chung, And as well Duron Harmon. SB Nation’s home for all things gambling Belichick zigs when individual zags, So I couldn’t survive shocked if they added some help at tight end. Dwayne Allen has been a nonfactor as a person, And rookie Jacob Hollister is not all set to pitch in. Eric Ebron is a name to become if the Lions want to move on, As well. Is there anyone on the Patriots roster now who’s an applicant to get moved at the deadline this year? I think there are some positions with quality depth that could be leveled to add another position of value. On offensive, The Patriots are deep at racing back, So a player like Rex Burkhead or Mike Gillislee could be throwaway. The same applies for the pungent tackle position if a team with a bad pungent line wants a player like LaAdrian Waddle or Cameron Fleming Ron Parker Jersey. The Patriots could recoup a draft pick, Or they’ll combine pieces to broker a bigger trade. Think of if ever the Patriots traded No. 4 tight end ellie Hoomanawanui for Hicks. That’s a silly trade in retrospect, But it might happen. On a good barricade, The Patriots could always trade Malcolm servant. It would fall using the team’s moves with Chandler Jones and Jamie Collins, Peculiarly since the Patriots gave their big money extension to Stephon Gilmore and could give the Patriots value now. The emergence of Johnson Bademosi could also have the Patriots coaches wondering what it would be like to have a pair of absurdly athletic corners with size, Explosiveness, Hasten, And timeframe in Gilmore and Bademosi. I wouldn’t advocate for the trade because Butler is a stud when he’s playing well and Bademosi’s played just matches, But in the home. a very Patriots like trade to make. The Patriots acquired more masters via trade than any team in the NFL last season, And they have already surpassed that this year. What makes them doing so much wheeling and dealing? How does that factor into their larger philosophy of roster creation? Belichick loves to churn the back end of the roster to make minor enhancements, And he loves to work with coaches who are new and trying to implement their new playbook. He’s also in order to spend more on special teams than any other franchise, That three of the four veterans he acquired during roster cutdowns are special teams aces(Bademosi, Marquis bouquets, Marsh). The Patriots often trading their fifth, Sixth, And seventh round picks for a couple of years of play from veterans and special teamers because Belichick realizes the limited value in those draft picks. How often do late rounders become consistent members? How are fifth round picks stashed on the roster for a year and released the next? What can provide more expected value: A 2019 sixth attack pick, Or manley Bademosi? So Belichick decides to trade these low value assets for veterans with a defined role for year or two. These veterans are better than the rookies who would certainly have a roster spot, And these seemingly minor roster improvements add up during the season. All three of the special teamers the Patriots acquired have been thrust into major roles on defense and they’ve performed good enough. If the pair were rookies, Perhaps the Patriots lose one or two of their close games and that influences playoff seeding and the team’s odds of returning to the Super Bowl. As for the teams that the Patriots target in the center of the season for trades, Former rival Rex Ryan spoke about how Belichick takes benefit from new coaches and general managers, Because carryover athletes are”Not their online poker companies, Belichick takes that as possibility to do some shopping; That’s what we saw with the purchase of Phillip Dorsett from the Colts and new general manager Chris Ballard. These year, Most new coaches or general managers are generally in the AFC East or on the Patriots schedule, So there might not be an opening other than the frisco 49ers roster. Thanks to Rich for a little time to fill us in. Be sure to keep watch over our trade rumor tracker, Because teams begins talking and leaking as we get closer to Tuesday.

Articles de recherche

Antécédents et conséquences de la facilité d’utilisation d’un téléphone mobile : associer simplicité et interactivité à la satisfaction, à la confiance et à la fidélité à la marque.

“Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty.”

Cette recherche s’intéresse aux antécédents et aux conséquences de l’utilité des Smartphones dans la construction de la fidélité sur ce marché.

Dongwon Lee, Junghoon Moon, Yong Jin Kim, Mun Y. Yi, Information & management, Volume 52, Issue 3, Avril 2015 Lire la suite