Fixed-term contracts: a relevant tool in customer relationship strategies

Le contrat d’engagement de durée: un dispositif pertinent dans une stratégie relationnelle

Eric Julienne ()
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Eric Julienne: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, UEVE - Université d'Évry-Val-d'Essonne

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Abstract: Fixed-term contracts are designed to control customers' behavioral loyalty, but they are not without risk. On the one hand, customers may be reluctant to engage in the long term. On the other hand, being locked into a contract is likely to exacerbate the deterioration of relationship quality when an incident occurs. The experiment in this research aims to better understand these phenomena. It indicates that there is customer resistance to long term contractual relationships. This should encourage brands to segment customers according to their tendency to resist to long term contracts. In addition, the study shows that, contrary to our expectations, fixed-term contracts are not inherently harmful to relationship quality.

Keywords: Resistance to long term contracts; Fixed-term contracts; Customer relationship; Customer orientation; Contrats d’engagement de durée; Résistance à l’engagement de durée; Relation client; Orientation client (search for similar items in EconPapers)
Date: 2015-04
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Published in Décisions Marketing, 2015, 78, pp.113-129. ⟨10.7193/DM.078.113.129⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02310423

DOI: 10.7193/DM.078.113.129

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