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Orientation Relationnelle Versus Transactionnelle Du Client : Developpement D'Une Echelle Dans Le Secteur Bancaire Français. Une Etude Exploratoire

Author

Listed:
  • Yasmine Benamour

    (CESEM, Centre de Recherche de HEM – MAROC - HEM - Maroc)

  • Isabelle Prim-Allaz

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

The authors conduct an exploratory study in order to develop a measurement scale of customers transactional/relational orientation. The study is implemented in the context of French banking industry in both B.-to-C. and B.-to-B. environments. The results show that a different scale is needed for each context.

Suggested Citation

  • Yasmine Benamour & Isabelle Prim-Allaz, 2000. "Orientation Relationnelle Versus Transactionnelle Du Client : Developpement D'Une Echelle Dans Le Secteur Bancaire Français. Une Etude Exploratoire," Post-Print halshs-00471316, HAL.
    • Handle: RePEc:hal:journl:halshs-00471316
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00471316
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    Cited by:

    1. Zouhair Djerbi, 2009. "L’articulation ABC-CRM au service d’une gestion du couple coût-valeur:le cas d’une entreprise de micronutrition," Revue Finance Contrôle Stratégie, revues.org, vol. 12(4), pages 115-141, December.

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