Digitalisation du secteur immobilier: la proposition de valeur phygitale au cœur de la performance

Nathalie Gardes
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Nathalie Gardes: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: The question of real estate agency's future as a BM and as a physical point of sale is a core concerns for sector professionals. Place of meeting and proximity with customer, agency is also an area for personalizing relationship and consumer experience. As such, it is an integral part of real estate agency Customer Value Proposition (CVP). Few studies have investigated dimensions that constitute a CVP and, to our knowledge, there is no work on the CPV of real estate agents. Our objectives are multiple: to establish, by symmetry of the elements of value expected by the customer, the elements constituting a phygital CPV, to identify the CPV structure of the real estate agents, to analyze the impact of phygital PVC on the performance.

Keywords: Customer value proposition; Real estate; Digitalization; Phygital; Proposition de valeur client; Immobilier; Digitalisation; Propuesta de valor del cliente; Bienes inmuebles; Digitalización (search for similar items in EconPapers)
Date: 2019
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Published in La Revue des Sciences de Gestion, 2019, 299-300 (5), pp.133-146. ⟨10.3917/rsg.299.0133⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03252520

DOI: 10.3917/rsg.299.0133

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