Réactance psychologique et confiance: le refus de l'engagement et les limites du marketing relationnel

Denis Darpy () and Isabelle Prim-Allaz ()
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Isabelle Prim-Allaz: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: Relationship marketing makes an implicit assumption : customers are committed. This commitment is based on the existing trust between the customer and the service provider. However, customers may reject commitment, because of psychological reactance, without any loss of trust. This article considers potential interactions between trust and psychological reactance. The empirical analysis is developed in the health sector.

Keywords: Psychological reactance; relationship marketing; commitment refusal; trust.; Réactance psychologique; marketing relationnel; refus d'engagement; confiance. (search for similar items in EconPapers)
Date: 2006-05
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00470601v1
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Published in 22ème Congrès International de l'Association Française du Marketing, May 2006, Nantes, France. pp.CD Rom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00470601

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