Positive outcomes of loyalty programs are clear for firms, yet little research examines customer perceptions. To address this gap, this article investigates various perceived benefits of loyalty programs using a multi-benefit framework based on utilitarian, hedonic, and relationship literature....

Previous research on loyalty programs is mainly characterized by the use of panel data and measures of repurchase behavior. This is a rather short-term approach that contrasts with the objective of strengthening retailer-customer bonds. In this article, we draw on relationship marketing...

From the 90’s onwards, retailers’ marketing resources have been mainly developed through the recruitment of qualified managers and the establishment of partnerships with service providers and suppliers. However, our research shows that overall marketing competency relies less on the...

Since the mid 90s, the increasing importance of marketing has been observed in the big companies of the retail sector. This evolution is an answer to some changes in the sector competition which prompt the retail companies to become «customer-oriented». Thanks to a documented analysis and some...

Ce manuel propose une synthèse pluridisciplinaire du commerce électronique, envisagé ici comme un véritable projet managérial. L'accent est mis sur les entreprises impliquées dans les échanges commerciaux en ligne (industriels, distributeurs physiques, e-marchands), les différents...

Cet ouvrage traite du commerce électronique et est destiné aux étudiants mais aussi aux professionnels. Cette nouvelle édition entièrement revue comporte deux chapitres supplémentaires par rapport à la précédente édition et de nombreuses nouveautés