La participation du client au sein d’un environnement commercial: exploration des dispositifs et de l’initiative client dans un lieu attachant

Audrey Bonnemaizon (), Alain Debenedetti () and Philippe Mérigot ()
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Audrey Bonnemaizon: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Alain Debenedetti: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Philippe Mérigot: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics

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Abstract: Customer's participation in commercial places: an exploration of devices and customer's initiatives in an emo- tionally laden place Participation in commercial places is often viewed as customers using self-service technologies implemented by retailers. This is problematic because other dimensions of the place (e.g. space, symbols, and social elements) as well as the customers' initiatives are omitted. Based on an ethnographic research in a Parisian restaurant, this research identifies three types of participation emphasizing the commercial place's positioning: the "participa- tion-appropriation", the "participation-contribution", and the "participation-transmission" that vary in terms of materiality and customers' initiative. This research contributes to the understanding of customers' participation, more specifically in the case of emotionally laden places.

Keywords: customer’s participation; customer’s initiative; commercial place; domesticity.; positionnement domestique.; lieu commercial; initiative du client; participation du client (search for similar items in EconPapers)
Date: 2016-06-24
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Citations: View citations in EconPapers (3)

Published in Décisions Marketing, 2016, 82, pp.91-107. ⟨10.7193/DM.082.91.107⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309474

DOI: 10.7193/DM.082.91.107

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