We first propose a typology of loyal customers based upon a set of perceived benefits derived from the participation to a loyalty program (utilitarian, hedonic and recognition benefits). We then explore the relationships between these benefits and various relational variables (commitment, trust...

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...

Although the term of Business Model (BM) is widely used in day-to-day retailing and more specifically in electronic commerce, the concept needs further analysis in this specific industry. The goal of the article is to identify the various elements of BM for retailers, and to develop a typology....

Cette recherche se donne pour objectif de présenter les résultats de plusieurs études concernant la fréquentation des points de vente. Les investigations portent sur trois dimensions essentielles pour caractériser la fréquentation d'une grande surface alimentaire : la valeur du client, la...

This qualitative study is the first to validate immersion as a relevant concept to capture the essence of online commercial experiences. The studies identify the most important experiential components of e-commerce web sites using virtual reality devices and shed some light on the influence of...

This qualitative study is the first to validate immersion as a relevant concept to capture the essence of online commercial experiences. Our study also highlights the specificities of immersive experiences engendered by virtual reality applications available on commercial web sites. We identify...