Title: La satisfaction du client dans un contexte de distribution multi canal: Une application au secteur bancaire (Omn.Univ.Europ.) (French Edition)
Publisher: Editions universitaires europeennes
Publication Date: 2011
Language: French
ISBN 10: 6131556830
ISBN 13: 9786131556838
Binding: Soft cover
Condition: New

About this title

Synopsis

En compl�ment des r�seaux physiques de distribution, le t�l�phone, Internet… sont autant de canaux permettant � une entreprise et � ses clients d'interagir. Face � tous ces canaux de distribution, les clients adoptent de plus en plus un comportement multi canal en utilisant ou en combinant plusieurs canaux dans leur processus d'achat ou dans leur relation avec l'entreprise. Dans cette recherche, nous cherchons � mieux comprendre ce comportement multi canal du client et � identifier les facteurs de qualit� influen�ant sa satisfaction globale. La d�marche m�thodologique s'appuie sur deux �tudes: une �tude qualitative exploratoire men�e dans le secteur bancaire aupr�s d'experts impliqu�s dans la distribution multi canal des services et aupr�s de leurs clients, suivie d'une �tude quantitative. Notre recherche a pour principaux apports une meilleure compr�hension du comportement multi canal du client en termes de satisfaction et la mise en avant de l'importance de la qualit� de l'int�gration multi canal sur la satisfaction du client. Les implications th�oriques et manag�riales des r�sultats de cette recherche sont pr�sent�es et discut�es.

About the Author

Docteur en Sciences de gestion, Anne Marianne SECK est ma�tre de conf�rences � l'Universit� Paul C�zanne d'Aix Marseille et chercheur au Centre d'Etudes et de Recherche en Gestion d'Aix- Marseille (CERGAM-FEA). Ses travaux de recherche portent sur la distribution multi canal, le comportement du consommateur et le marketing des services.

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