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L'influence de l'aide au client sur sa participation en marketing des services

Abstract : Today, companies require a higher customer participation in service experiences. This research aims at studying the relationship between customer support, motivation to participate and customer productivity from the company point of view, through qualitative and quantitative studies. The qualitative research is founded on two complementary studies: the first one is based on customer comments in store, the second one on the customer journey analysis. The quantitative research is subdivided in two parts. First, the relationship between customer support (availability, nature and medium) and customer productivity is analyzed through the observation of 557 customer journeys. Then, the influence of motivation paths (emotions and rational motivation) are studied in a scenario based study in order to consider how customer support increases customer productivity. Research contributions are methodological and theoretical. This research brings a new methodology to study participation: the customer productivity is measured through the observation of customer real behavior and not through a declarative process. On a theoretical perspective, the customer support availability increases customer productivity and the emotions are a way to motivate customers to participate. These contributions lead companies to implement new processes to increase customer productivity and self-service activities during the service experience.
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Contributor : Lionel Nicod Connect in order to contact the contributor
Submitted on : Wednesday, December 14, 2016 - 5:43:18 PM
Last modification on : Thursday, July 14, 2022 - 4:02:50 AM
Long-term archiving on: : Wednesday, March 15, 2017 - 1:34:48 PM


  • HAL Id : tel-01392653, version 1



Lionel Nicod. L'influence de l'aide au client sur sa participation en marketing des services. Gestion et management. Aix Marseille université, 2014. Français. ⟨NNT : ⟩. ⟨tel-01392653⟩



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