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La participation du client au sein d’un environnement commercial : exploration des dispositifs et de l’initiative client dans un lieu attachant

Abstract : Customer’s participation in commercial places: an exploration of devices and customer’s initiatives in an emo- tionally laden place Participation in commercial places is often viewed as customers using self-service technologies implemented by retailers. This is problematic because other dimensions of the place (e.g. space, symbols, and social elements) as well as the customers’ initiatives are omitted. Based on an ethnographic research in a Parisian restaurant, this research identifies three types of participation emphasizing the commercial place’s positioning: the “participa- tion-appropriation”, the “participation-contribution”, and the “participation-transmission” that vary in terms of materiality and customers’ initiative. This research contributes to the understanding of customers’ participation, more specifically in the case of emotionally laden places.
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https://hal.archives-ouvertes.fr/hal-02309474
Contributor : Emna Bouladi <>
Submitted on : Wednesday, October 9, 2019 - 12:01:25 PM
Last modification on : Tuesday, September 29, 2020 - 11:42:04 AM

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Audrey Bonnemaizon, Alain Debenedetti, Philippe Mérigot. La participation du client au sein d’un environnement commercial : exploration des dispositifs et de l’initiative client dans un lieu attachant. Décisions Marketing, Association Française du Marketing, 2016, 82, pp.91-107. ⟨10.7193/DM.082.91.107⟩. ⟨hal-02309474⟩

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