IDEAS home Printed from https://ideas.repec.org/p/hal/gemwpa/hal-00461622.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://hal.grenoble-em.com/hal-00461622/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    2. Hervé Bregeard, 2002. "Nouvelles technologies et servuctions: le choix par les clients du mode d'obtention d'une prestation," Working Papers hal-00461622, HAL.
    3. Reguera-Alvarado, Nuria & Blanco-Oliver, Antonio & Martín-Ruiz, David, 2016. "Testing the predictive power of PLS through cross-validation in banking," Journal of Business Research, Elsevier, vol. 69(10), pages 4685-4693.
    4. Bettina Büchel & Heidi Armbruster, 2006. "Erfolgsfaktoren von Innovationsteams: Der Einfluss der übereinstimmenden Wahrnehmung zwischen Teammitgliedern und unternehmensinternen Stakeholdern," Schmalenbach Journal of Business Research, Springer, vol. 58(4), pages 506-524, June.
    5. Kwabena Frimpong & Obaid Al-Shuridah & Alan Wilson & Frederick Asafo-Adjei Sarpong, 2017. "Effect of inherent innovativeness and consumer readiness on attitudes to mobile banking," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(4), pages 187-201, December.
    6. Jeevarathnam P Govender, 2013. "The Adoption of Internet Banking in a Developing Economy," Journal of Economics and Behavioral Studies, AMH International, vol. 5(8), pages 496-504.
    7. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," EconStor Conference Papers 215794, ZBW - Leibniz Information Centre for Economics.
    8. Gartner, Simone & Nicholson, Alexander & Christou, Eleftherios, 2020. "Tourism marketing and distribution through social media: Assessing business economic performance," MPRA Paper 99194, University Library of Munich, Germany.
    9. Page, Kelly L. & Uncles, Mark D., 2014. "The complexity of surveying web participation," Journal of Business Research, Elsevier, vol. 67(11), pages 2356-2367.
    10. Martinez Guerrero, Mario & Ortega Egea, Jose Manuel & Roman Gonzalez, Maria Victoria, 2007. "Application of the latent class regression methodology to the analysis of Internet use for banking transactions in the European Union," Journal of Business Research, Elsevier, vol. 60(2), pages 137-145, February.
    11. Dennis Campbell & Frances Frei, 2010. "Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel," Management Science, INFORMS, vol. 56(1), pages 4-24, January.
    12. Gill, Liz & Cassia, Fabio & Cameron, Ian D. & Kurrle, Susan & Lord, Stephen & Fairhall, Nicola & Lockwood, Keri & Langron, Colleen, 2014. "Exploring client adherence factors related to clinical outcomes," Australasian marketing journal, Elsevier, vol. 22(3), pages 197-204.
    13. Harrison, Robert L., 2013. "Using mixed methods designs in the Journal of Business Research, 1990–2010," Journal of Business Research, Elsevier, vol. 66(11), pages 2153-2162.
    14. Mirza Hassan Hosseini & Mohsen Delaviz & Hamed Derakhshide & Mojtaba Delaviz, 2016. "Factors Affecting Consumer Resistance to Innovation in Mobile Phone Industry," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 6(9), pages 497-509, September.
    15. Z Liao & W K Wong, 2008. "The determinants of customer interactions with internet-enabled e-banking services," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 59(9), pages 1201-1210, September.
    16. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    17. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," MPRA Paper 98793, University Library of Munich, Germany.
    18. Longman, John & Williams, Timothy, 2020. "Tourism destination branding through advertising strategies," MPRA Paper 99367, University Library of Munich, Germany.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:gemwpa:hal-00461622. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.