URAM-Marketing

Unité de Recherche et d'Applications en Marketing

L’IMPACT DES EXPERIENCES DE CO-CREATION SUR LA QUALITE RELATIONNELLE CLIENT-ENTREPRISE


Abstract:

L’objectif de cette recherche est de tester le rôle des appels à co-création (crowdsourcing) sur la qualité relationnelle client-entreprise à travers la satisfaction, la confiance, la force de la relation et la fidélité à la marque/enseigne. Nous traiterons, ainsi du cas de l’appel à co-création de l’enseigne Coca-Cola. Les résultats obtenus montrent que la co-création a une influence directe sur la confiance et la satisfaction mais également indirecte sur la force de la relation et la fidélité à la marque.  Les résultats obtenus montrent toute l’importance d’impliquer le client et de le faire participer dans la création de l’offre de l’entreprise. L’objectif ultime est de doter les entreprises d’une nouvelle source d’avantage concurrentiel durable et Perrin.

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