Bénéfices perçus de la fidélisation et qualité relationnelle: une application exploratoire au secteur du transport aérien

Pierre Volle () and Aïda 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
Aïda 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: We first propose a typology of loyal customers based upon a set of perceived benefits derived from the participation to a loyalty program (utilitarian, hedonic and recognition benefits). We then explore the relationships between these benefits and various relational variables (commitment, trust and satisfaction). Using discriminant analysis, we show that the relationship quality between the customer and the focal firm (as we apply our model to an airline company) is significantly and strongly linked to the benefits of the program.

Keywords: commitment; trust; loyalty; discriminant analysis; engagement; confiance; satisfaction; fidélisation; analyse discriminante (search for similar items in EconPapers)
Date: 2003-05-25
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00164836v1
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Citations: View citations in EconPapers (2)

Published in 19ème Congrès International de l'Association Française du Marketing, May 2003, Gammarth, Tunisie. pp.532-549

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00164836

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