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État de fidélité et relation de fidélité : Éléments de réflexion pour une nouvelle approche de l'échange

Author

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  • Jean-Louis Moulins

    (Université de la Méditerranée - Aix-Marseille 2)

Abstract

Cet article se propose de défendre la thèse d'une évolution du concept de fidélité. Passant d'une approche transactionnelle à une approche relationnelle, la conception de la fidélité évolue d'un point de vue centré sur la satisfactions des besoins vers un point de vue centré sur la relation, laquelle s'exprime par l'engagement et la confiance que se témoignent les protagonistes de l'échange. Dans une première section l'approche transactionnelle est critiquée, dans la seconde est introduite l'idée d'une relation comme convention de fidélité.

Suggested Citation

  • Jean-Louis Moulins, 1998. "État de fidélité et relation de fidélité : Éléments de réflexion pour une nouvelle approche de l'échange," Post-Print halshs-02925821, HAL.
    • Handle: RePEc:hal:journl:halshs-02925821
    DOI: 10.7193/DM.013.67-73
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    Cited by:

    1. Fanny Poujol & Béatrice Siadou-Martin, 2012. "Quand l'Orientation Client du vendeur conduit au développement de la relation : Le rôle modérateur de la propension relationnelle du client," Post-Print hal-03121686, HAL.
    2. Ghislaine Pellat & Fanny Poujol & B. Siadou-Martin, 2010. "L'orientation client du vendeur du point de vue du consommateur : les apports de la théorie de l'attachement," Post-Print halshs-00511849, HAL.

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