Marketing multicanal: comment favoriser l'adhésion du personnel des magasins ?

Sophie Jeanpert (sophie.jeanpert-henry@univ-amu.fr) and Francis Salerno (francis.salerno@univ-lille.fr)
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Francis Salerno: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Multichannel Marketing: How to get the commitment of store employees This paper studies employees' commitment to multichannel distribution defined as the employees' acceptance of the multichannel customer and of multichannel marketing actions. The first study reveals the existence of "coo- petition" between store and e-commerce staff. The coexistence of competition and coordination leads the authors to define the concept of a "coopetitive" market. The second study develops a cluster analysis of employees based on their perception of this strategic orientation and examines differences in commitment between the groups. Perceptions of the coopetitive market orientation, of the degree of centralisation and of the independence of wage systems are explored. The contributions are related, firstly, to the typological perspective, secondly, to the identification of similarities and differences between sales personnel in contact with the customer. The effects of other factors are also studied and implications are discussed in order to improve commitment to a multichannel sales policy.

Keywords: multichannel distribution; multichannel customer; internal coopetition; market orientation; employees’ commitment.; distribution multicanal; client multicanal; coopétition interne; orientation marché; adhésion du personnel. (search for similar items in EconPapers)
Date: 2013-09
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2013, 71, pp.13-30. ⟨10.7193/DM.071.13.30⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02386232

DOI: 10.7193/DM.071.13.30

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