La justice perçue comme condition d'efficacité des programmes de fidélité: Une double étude qualitative et quantitative

Virginie Pez ()
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Virginie Pez: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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Abstract: This article examines the impact of the perceived justice of loyalty programs on the ‘satisfaction with the program – relationship satisfaction' link. First, elements of loyalty programs that are assessed by customers in terms of perceived justice are identified thanks to a qualitative study. Definitions of the three forms of justice (distributive, procedural, and interactional) adapted to the particular context of loyalty programs are also proposed. Second, the moderating effect of perceived justice on the ‘satisfaction with the program – relationship satisfaction' link is demonstrated by means of a quantitative study. Both empirical studies are conducted on the French mobile phone sector.

Keywords: Programmes de fidélité; justice perçue; téléphonie mobile (search for similar items in EconPapers)
Date: 2009-01-16
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Published in 8th International Congress Marketing Trends ESCP-EAP, Jan 2009, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00337280

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