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Raisons et sentiments, ou les émotions comme antécédent de la participation client en services

Abstract : Companies develop customer participation in services design to increase their profitability. However, as partial employees, customers may not participate correctly and they generate new costs if they are not motivated. Authors consider motivation as the result of a rational process : customers attempt to maximize their benefits and to minimize their costs. Founding on a quantitative study with 436 respondents this research contributes to identify a second motivational path based on emotions to motivate customers to participate correctly. This path appears when experienced situation is different than expected situation. So depending on experienced situation and motivational paths that are stimulated, companies should propose different responses to customers.
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Conference papers
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https://hal.archives-ouvertes.fr/hal-01413674
Contributor : Sylvie Llosa Connect in order to contact the contributor
Submitted on : Saturday, December 10, 2016 - 4:50:18 PM
Last modification on : Saturday, February 12, 2022 - 3:08:51 AM

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  • HAL Id : hal-01413674, version 1

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Lionel Nicod, Sylvie Llosa. Raisons et sentiments, ou les émotions comme antécédent de la participation client en services. Congrès international de l'Association Française du Marketing, May 2016, Lyon, France. ⟨hal-01413674⟩

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