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L’influence de l’aide à participer en magasin sur la satisfaction client : une approche par le modèle tétraclasse

Author

Listed:
  • Lionel Nicod

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Élodie Mallor
  • Sylvie Llosa

Abstract

• Objectif La participation du client est au cœur des préoccupations de nombreux distributeurs qui doivent donc accompagner le client pour le rendre capable de jouer son rôle dans la fabrication du service. L'aide est considérée comme la combinaison d'un contenu (affectif, cognitif ou instrumental) et d'un moyen qui la fournit (personnel ou support physique). L'objectif de la recherche est d'étudier comment la présence ou l'absence de combinaisons d'aides contribuent à la satisfaction client en magasin. • Méthodologie La méthodologie repose sur l'analyse de 3 920 avis clients spontanés, collectés après une expérience en magasin mentionnant une aide présente, absente ou défaillante. Ces verbatim ont ensuite été codés selon le contenu et le moyen de l'aide évoquée puis analysés grâce à la méthode Tétraclasse. • Résultats Cette recherche propose trois contributions principales. Elle permet de mieux établir le concept d'aide à participer et les éléments qui la caractérisent (moyen et contenu). Ensuite, elle propose d'utiliser le modèle Tétraclasse et sa méthodologie sur un nouveau type de données : les avis clients. Enfin, elle montre que les combinaisons d'aides contribuent effectivement à la satisfaction en suivant différentes logiques, certaines jouant fortement sur la satisfaction globale, d'autres sur l'insatisfaction, d'autres encore sur les deux évaluations. • Implications managériales Les résultats sont particulièrement intéressants pour les managers qui peuvent ainsi identifier l'effet des combinaisons d'aides à participer sur la satisfaction et l'insatisfaction client et disposer ainsi de leviers de création de valeur associés à cette aide. Ils disposent aussi d'une méthodologie pour exploiter les avis clients. • Originalité Cette recherche se focalise sur l'aide à participer. Malgré l'importance croissante du concept de participation, ce sujet reste peu exploré et de nombreux articles l'indiquent comme voies de recherche. De plus, la méthodologie propose une certaine originalité en se fondant sur des avis spontanés de clients et en adoptant le modèle Tétraclasse pour analyser différentes logiques de contribution à la satisfaction.

Suggested Citation

  • Lionel Nicod & Élodie Mallor & Sylvie Llosa, 2023. "L’influence de l’aide à participer en magasin sur la satisfaction client : une approche par le modèle tétraclasse," Post-Print hal-04311121, HAL.
    • Handle: RePEc:hal:journl:hal-04311121
    DOI: 10.3917/dm.111.0093
    Note: View the original document on HAL open archive server: https://hal.science/hal-04311121
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    References listed on IDEAS

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