Les bénéfices perçus des programmes relationnels: une approche de segmentation appliquée aux enseignes de distribution

Pierre Volle () and Aîda Mimouni
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Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Aîda Mimouni: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Benefits that customers derive from their participation to relationship programs are not only economic, or even utilitarian (e.g., convenience). In this article, we shed some light on the variety of perceived benefits – utilitarian, hedonic and symbolic – that customers may retreive as members of these programs, based on a literature review in various fields (e.g., consumer value theory, shopping motives theory, use and gratification theory...), and a qualitative study. We then propose and validate a scale to measure five types of perceived benefits, and apply our generic measurement tool to the retailing industry in France. We identify the main benefits that lead to a higher satisfaction level toward the programs. Finally, we demonstrate the relevance of the concept of perceived benefits as a segmentation criteria, and its potential to improve the efficiency of relationship programs, thanks to a better understanding of customers' perceptions.

Keywords: relationship programs; loyalty; perceived benefits; retailing; programmes relationnels; fidélité; bénéfices perçus; distribution (search for similar items in EconPapers)
Date: 2006-09-10
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00164834v1
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Citations: View citations in EconPapers (1)

Published in 11ième Journée de Recherche en Marketing de Bourgogne, Sep 2006, Dijon, France. pp.1-34

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