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Relation de service et marketing

Author

Listed:
  • Eric Langeard

    (IAE d’Aix-en-Provence)

  • Pierre Eiglier

    (IAE d’Aix-en-Provence)

Abstract

Cet article explore l'importance de la relation de service en marketing. L'observation de l'évolution de la relation de service au cours des dernières années permet de constater l'importance croissante de la fidélisation et conduit à redonner toute son importance à l'interface fournisseur-client. Des insuffisances dans la relation de service existent et cet article propose des perspectives d'amélioration. On remarque notamment que pour être optimisée, la relation client doit être intégrée conjointement par les ressources humaines et le marketing.

Suggested Citation

  • Eric Langeard & Pierre Eiglier, 1994. "Relation de service et marketing," Post-Print halshs-02926686, HAL.
    • Handle: RePEc:hal:journl:halshs-02926686
    DOI: 10.7193/DM.002.13-21
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    Cited by:

    1. M. Saorín-Iborra & Ana Redondo-Cano & Lorenzo Revuelto-Taboada & Éric Vogler, 2015. "Negotiating behavior in service outsourcing. An exploratory case study analysis," Service Business, Springer;Pan-Pacific Business Association, vol. 9(4), pages 771-801, December.
    2. Abdullah Abdulmohsen Alfalih, 2022. "Customer engagement design during the COVID 19 pandemic, mutual trust and intelligent automation: a conceptual perspective," Journal of Innovation and Entrepreneurship, Springer, vol. 11(1), pages 1-19, December.
    3. Shérazade Gatfaoui, 2003. "Les Mecanismes De La Confiance Dans Le Discours Des Clients : Le Cas D'Une Banque Mutualiste," Post-Print hal-01539868, HAL.
    4. Muriel Jougleux, 2014. "Démarches qualité et performances des services : quand l'esprit vient aux services..," Working Papers hal-01122932, HAL.
    5. Shérazade Gatfaoui, 2005. "Quelles Conceptions 1 De La Confiance Au Cours De La Relation Bancaire (Client/Banque) ? : Une Approche Par Les Etudes De Cas Retrospectives," Post-Print hal-01539947, HAL.
    6. Sylvie Rascol-Boutard, 2010. "HR’s self-regulation and means for HRM [Auto-régulation des RH : des pistes d'action pour la GRH ?]," Post-Print hal-01662314, HAL.
    7. Caroline Tafani, 2021. "Tourism on-farm or off-farm : two different activities for a single work?," Post-Print hal-04215707, HAL.
    8. Fanny-Juliet Poujol, 2009. "Management of sales advisers and service climate: an experiment," Post-Print hal-03122111, HAL.

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