L'identification du client à l'entreprise: une étude des conséquences relationnelles dans le secteur non marchand

Fanny Reniou (), Elisa Monnot and Pierre Volle ()
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Fanny Reniou: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Pierre Volle: 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: A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i.e., customer-company identification. It is defined as the process whereby customer's beliefs about a company become self-defining and whereby he defines himself by the same attributes he believes define the other customers of this company. This research aims at developing a measurement scale of the construct and showing its relational consequences, such as knowledge about the company, empathy, relationship investment and attachment.

Keywords: relationship marketing; customer-company identification; relationship investment; attachment; marketing relationnel; identification du client à l'entreprise; investissement dans la relation; attachement (search for similar items in EconPapers)
Date: 2009
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00638641v1
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Published in 25ème Congrès International de l'Association Française du Marketing, Londres, Royaume-Uni, 2009, Londres, Royaume-Uni. pp.1-24

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