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La fidélité des consommateurs : une tentative de synthèse

Author

Listed:
  • Marie-Christine Lichtlé

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • V. Plichon

    (CERMAT - Centre d'Études et de Recherche en MAnagement de Touraine - Institut d'Administration des Entreprises (IAE) - Tours)

Abstract

The aim of this article is to offer a synthesis of a very important concept in marketing. After having analysing the definitions of loyalty and their evolution, an overview of theoritical explanation is presented and four main processes based on different theories are identified. The aim is to understand how these theories can be integrated in a general model, in order to open up new avenues of thought.

Suggested Citation

  • Marie-Christine Lichtlé & V. Plichon, 2008. "La fidélité des consommateurs : une tentative de synthèse," Post-Print halshs-00460952, HAL.
    • Handle: RePEc:hal:journl:halshs-00460952
    as

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    Cited by:

    1. Gilles Séré de Lanauze & Béatrice Siadou-Martin, 2015. "La marque 2.0: l'humilité comme condition nécessaire de la relation marque consommateur?," Post-Print hal-01697924, HAL.

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