Le programme de fidélité récompense-t-il réellement le client de sa fidélité ou le pousse-il à faire des achats inutiles, et donc à la surconsommation ? Les Français, qui le plébiscitent, savent-ils quels avantages concrets il leur apporte ? Quels sont les pièges à éviter ? Aïda Mimouni Chaabane, maître de conférences en sciences de gestion à CY, décryptera le fonctionnement du programme de fidélité et ses effets sur le client. Si le programme apporte divers bénéfices, au-delà de la simple économie monétaire, il peut aussi induire des sentiments négatifs : pression, injustice, perte de contrôle de ses informations personnelles. Quelles seraient les solutions pour des pratiques responsables et pour préserver le client et la relation dans la durée ?
Education- Université Ouverte
- Le programme de fidélité : bonne affaire ou piège ?
Publié le par universiteouverte@docteo.net (Université de Cergy Pontoise)
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