Client " exécutant ", " assistant marketing ", " relais " ou " apporteur de solutions ": quel rôle veulent nous faire endosser les enseignes ?

Florence Benoît-Moreau (), Audrey Bonnemaizon (), Sandrine Cadenat () and Valérie Renaudin
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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 - 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: Since a long time, companies have tried to involve the consumer in the production of service. These approaches are highly increasing and advocate a new view of consumers, not as passive receptacles for offerings but as true market partners. This 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 the consumer: 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: 2011-09-22
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Published in Colloque international Etienne Thil sur la Distribution, Sep 2011, Roubaix, France. pp.1-21

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00673127

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