Client " exécutant ", " assistant marketing opérationnel", " relais " ou " apporteur de solutions ": Dis moi ce que tu fais, je te dirai qui tu es !

Audrey Bonnemaizon (), Sandrine Cadenat (), Florence Benoît-Moreau () and Valérie Renaudin
Additional contact information
Audrey Bonnemaizon: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Sandrine Cadenat: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Valérie Renaudin: DRM ERMES - DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: Since a long time, companies have tried to involve the consumer in the production of service. These approaches are developing fastly and advocate for a new vision of consumers, not as passive receptacles for offerings but as true market partners. Participation is a relatively recent area of research, both in marketing and sociology of consumption, but it seems, however, important to re-articulate the various theoretical fields in order to better understand the mechanisms set up by companies and interest that customers can withdraw. This research shows four figures of consumers: the worker customer, the marketing assistant, the relay and the provider of solutions. It specifies its role in creating the expected service.

Keywords: Customer participation; expected role; extrinsic motivation; intrinsic motivations; resources; Participation du client; co-création; rôle attendu; motivations extrinsèques; motivations intrinsèques; ressources (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in Revue management & avenir, 2012, 52, pp.175-193

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00673110

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().