Le marketing relationnel suppose un engagement de la part des consommateurs. Cet engagement peut être multiforme, i.e. affectif ou calculé, et repose largement sur la confiance accordée au prestataire de service. Le marketing relationnel s’est assez peu intéressé aux variables...

Le marketing relationnel suppose l’engagement de la part des consommateurs. Cet engagement repose sur la confiance entre les consommateurs et leur prestataire. Or il peut exister un refus d’engagement du fait de la réactance psychologique sans que cela ne se traduise nécessairement par une...

As commitment is at the core of relationship programs, the latter should share similarities with prevention programs, which are key to the health sector. A field study with a dental network show that anxiety toward illness and trust toward the practitioner are key determinants to commitment to a...

Relationship marketing is based on the assumption of the customers’ commitment. This commitment may be multidimensional, with an affective dimension and a calculative one. Commitment is shown to be linked to trust. Relationship marketing has not paid a lot of attention to psychological...

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...

As commitment is at the core of relationship programs, the latter should share similarities with prevention programs, which are key to the health sector. A field study with a dental network show that anxiety toward illness and trust toward the practitioner are key determinants to commitment to a...

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...

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

Le marketing relationnel suppose l'engagement de la part des consommateurs. Cet engagement repose sur la confiance entre les consommateurs et leur prestataire. Or il peut exister un refus d'engagement du fait de la réactance psychologique sans que cela ne se traduise nécessairement par une...

Le marketing relationnel suppose un engagement de la part des consommateurs. Cet engagement peut être multiforme, i.e. affectif ou calculé, et repose largement sur la confiance accordée au prestataire de service. Le marketing relationnel s'est assez peu intéressé aux variables...