ORIENTATION RELATIONNELLE VERSUS TRANSACTIONNELLE DU CLIENT: DEVELOPPEMENT D'UNE ECHELLE DANS LE SECTEUR BANCAIRE FRANÇAIS. UNE ETUDE EXPLORATOIRE

Yasmine Benamour () and Isabelle Prim-Allaz ()
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Yasmine Benamour: CESEM, Centre de Recherche de HEM – MAROC - HEM - Maroc
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: The authors conduct an exploratory study in order to develop a measurement scale of customers transactional/relational orientation. The study is implemented in the context of French banking industry in both B.-to-C. and B.-to-B. environments. The results show that a different scale is needed for each context.

Keywords: relational orientation; transactional orientation; relationship marketing; banking marketing; scale; orientation relationnelle; orientation transactionnelle; marketing relationnel; marketing bancaire; services; échelle (search for similar items in EconPapers)
Date: 2000-05
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00471316
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Published in 16ème Congrès International de l'Association Française du Marketing, May 2000, Montréal, Canada. pp.1111-1123

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00471316

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