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Les nouvelles formes de communication client connecté/vendeur connecté : Exploration des effets sur les dimensions de l’experience client

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  • Madiha Bendjaballah

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Ces dernières années, les points de vente se sont engagés dans un processus de digitalisation pour accompagner le client dans ses nouvelles habitudes de shopping et lui permettre une continuité entre son parcours d'achat virtuel et réel. Pour cela, nombre d'outils digitaux sont utilisés par les enseignes : écrans géants, technologie 3D, tablettes numériques en libre-service ou tablettes utilisées par les vendeurs…De nombreuses recherches ont été menées sur la digitalisation des points de vente, mais rares sont celles qui analysent la dyade client connecté/vendeur connecté. Par ailleurs, une seule étude, à notre connaissance, s'est intéressée à l'impact du digital sur les interactions client/vendeur. Cette thèse tente d'apporter un éclairage à cette délicate question en s'intéressant plus particulièrement à l'utilisation de l'instrument digital analysé dans une situation d'activité. L'instrument n'est pas analysé au travers de ses fonctions mais en tant que moyen d'action pour le client ou le vendeur et au travers des situations d'activités dans lesquelles il s'inscrit. Nous nous inscrivons ainsi dans une relation triadique ou tripolaire qui intègre l'instrument digital comme troisième pôle entre le sujet et l'objet.

Suggested Citation

  • Madiha Bendjaballah, 2021. "Les nouvelles formes de communication client connecté/vendeur connecté : Exploration des effets sur les dimensions de l’experience client," Post-Print hal-03398824, HAL.
    • Handle: RePEc:hal:journl:hal-03398824
    Note: View the original document on HAL open archive server: https://hal.science/hal-03398824
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    References listed on IDEAS

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