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Réactance psychologique et confiance : le refus de l'engagement et les limites du marketing relationnel

Darpy, Denis; Prim-Allaz, Isabelle - Université Paris-Dauphine (Paris IX) - 2006

Relationship marketing makes an implicit assumption : customers are committed. This commitment is based on the existing trust between the customer and the service provider. However, customers may reject commitment, because of psychological reactance, without any loss of trust. This article...

Persistent link: https://www.econbiz.de/10010708945

Réactance psychologique et confiance : le refus de l'engagement et les limites du marketing relationnel.

Darpy, Denis; Prim-Allaz, Isabelle - Université Paris-Dauphine

Le marketing relationnel suppose l’engagement de la part des consommateurs. Cet engagement repose sur la confiance … sans que cela ne se traduise nécessairement par une perte de confiance. Cet article évalue les interactions éventuelles … entre confiance et réactance psychologique sur l’engagement du consommateur. L’analyse prend appui sur une étude qualitative …

Persistent link: https://www.econbiz.de/10008917390

Potential effects of psychological reactance and relationship proneness on relationships marketing programmes.

Darpy, Denis; Prim-Allaz, Isabelle - Université Paris-Dauphine

This conceptual article presents the current criticisms to relationship marketing and important concepts developed in marketing and psychology to understand consumer reactance toward services packaged as formal contracts. A first part presents the numerous questions that researches are raising...

Persistent link: https://www.econbiz.de/10008532620

Potential effects of psychological reactance and relationship proneness on relationships marketing programmes

Darpy, Denis; Prim-Allaz, Isabelle - Université Paris-Dauphine (Paris IX) - 2008

Persistent link: https://www.econbiz.de/10010708194