Listening to the customer: what those concerned think?

L’écoute client: qu’en pensent les intéressés ?

Béatrice Siadou-Martin (), Naouel Makaoui, Smaïl Benzidia () and Omar Bentahar ()
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Béatrice Siadou-Martin: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Naouel Makaoui: ICD International Business School Paris
Smaïl Benzidia: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Omar Bentahar: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Faced with increased competition and volatile consumers, companies should be grounded in a market oriented approach, including customer focus as a pillar. This research focuses on consumer perception concerning customer listening devices practiced by companies. The consumers' motivations giving their opinions and perceptions of the main listening devices are studied. Moreover, the adequacy between the nature of the message to communicate to the companies and the client listening devices is examined using the scenario method. The results showed that the choice of devices mobilized by customers depends on the situation and the devices seem complementary. Finally, managerial implications and the perspectives of research are exposed.

Keywords: listening to the customer; customers’ perception; listening devices; information technology.; écoute client; perception des consommateurs; dispositifs d’écoute; technologie de l’information (search for similar items in EconPapers)
Date: 2016
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Published in Question(s) de Management, 2016, 14 (3), pp.53. ⟨10.3917/qdm.163.0053⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02511016

DOI: 10.3917/qdm.163.0053

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