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La fidélité des consommateurs : une tentative de synthèse

Abstract : The aim of this article is to offer a synthesis of a very important concept in marketing. After having analysing the definitions of loyalty and their evolution, an overview of theoritical explanation is presented and four main processes based on different theories are identified. The aim is to understand how these theories can be integrated in a general model, in order to open up new avenues of thought.
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https://halshs.archives-ouvertes.fr/halshs-00460952
Contributor : Marie-Christine Lichtlé Connect in order to contact the contributor
Submitted on : Wednesday, March 3, 2010 - 8:57:13 AM
Last modification on : Tuesday, April 5, 2022 - 11:18:03 AM

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  • HAL Id : halshs-00460952, version 1

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Marie-Christine Lichtlé, V. Plichon. La fidélité des consommateurs : une tentative de synthèse. Recherche et Applications en Marketing (French Edition), SAGE Publications, 2008, 24 (4), pp.121-141. ⟨halshs-00460952⟩

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