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Nouvelles technologies et servuctions: le choix par les clients du mode d'obtention d'une prestation

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  • Hervé Bregeard

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

Abstract

Dans le secteur tertiaire, le recours aux nouvelles technologies d'information et de distribution permet aux entreprises de proposer à leurs clients des modes alternatifs d'obtention des prestations offertes : sites de proximité avec personnel de contact (ex. agences bancaires), automates de proximité (ex. guichets automatiques de banque), cellules téléphoniques de conseillers, sites Internet, serveurs vocaux, etc. Face à ces alternatives de « servuction », l'objectif de notre recherche est de mieux comprendre comment les clients, désireux d'obtenir une prestation donnée, choisissent le mode d'obtention de cette prestation. Nous étudions ainsi les questions suivantes : comment les alternatives disponibles pour l'obtention d'une prestation sont-elles évaluées et choisies par les clients ? Quels sont les attributs déterminants dans le choix des clients ? Quels sont les facteurs individuels susceptibles d'influer sur leur choix ? Nous avons choisi "les services bancaires" comme terrain d'application, compte tenu de la diversité des servuctions mises en oeuvre par les banques. Notre recherche s'appuie sur la réalisation de soixante-quatre entretiens de type semi-directif auprès de clients de trois établissements bancaires français : deux banques à réseau d'agences et une banque « à distance » sans agences. L'analyse des verbalisations des clients a permis d'élaborer des scénarii explicitant les principales étapes du processus de choix d'un mode d'obtention d'une prestation. Ces scénarii ont été synthétisés sous forme de schémas explicatifs. Les résultats obtenus mettent notamment en évidence : l'influence du personnel de contact sur la formation des ensembles de connaissance et de considération des clients ; l'influence de la nature de la prestation souhaitée sur le choix de son mode d'obtention ; la stabilité dans le temps du choix d'un mode d'obtention d'une prestation ; une opposition entre le désir de certains clients d'être pris en charge et le besoin d'autonomie des clients adopteurs des servuctions automatisées. Enfin, les entretiens réalisés ont permis d'identifier les critères de choix (considération et rejet) des modes d'obtention disponibles pour une prestation.

Suggested Citation

  • Hervé Bregeard, 2002. "Nouvelles technologies et servuctions: le choix par les clients du mode d'obtention d'une prestation," Working paper serie RMT - Grenoble Ecole de Management hal-00461622, HAL.
    • Handle: RePEc:hal:gemwpa:hal-00461622
    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00461622
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    References listed on IDEAS

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    1. Barczak, Gloria & Ellen, Pam Scholder & Pilling, Bruce K., 1997. "Developing typologies of consumer motives for use of technologically based banking services," Journal of Business Research, Elsevier, vol. 38(2), pages 131-139, February.
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