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Fidélité des clients et rétention de clientèle

Author

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  • Dominique Crié

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

La notion de rétention de clientèle doit être distinguée de celle de fidélité. La première est relative au portefeuille de client tandis que la seconde se rapporte à l'individu. Le cadre des analyses de survie permet de souligner les conséquences de cette distinction. Il permet aussi de poser les bases d'un processus de détection et de prévention des défections de client. En conclusion, l'auteur, réaborde la question de la relation entre satisfaction, rétention de clientèle et fidélité.

Suggested Citation

  • Dominique Crié, 1996. "Fidélité des clients et rétention de clientèle," Post-Print halshs-02926513, HAL.
    • Handle: RePEc:hal:journl:halshs-02926513
    DOI: 10.7193/DM.007.23.29
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