L'orientation relationnelle des clients: un nouvel outil de segmentation ?

Isabelle Prim-Allaz () and William Sabadie ()
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Isabelle Prim-Allaz: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
William Sabadie: IRIS - Equipe de Recherche en marketing - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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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.

Keywords: relational orientation; types of relationship; relationship marketing; social benefits; utilitarian benefits; orientation relationnelle; mode de relation; marketing relationnel; bénéfices recherchés; services (search for similar items in EconPapers)
Date: 2003
Note: View the original document on HAL open archive server: https://hal.science/hal-00519858v1
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Published in 8ème Journées de Recherche en Marketing de Bourgogne, 2003, Dijon, France. pp.CD Rom

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