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ORIENTATION RELATIONNELLE VERSUS TRANSACTIONNELLE DU CLIENT : DEVELOPPEMENT D'UNE ECHELLE DANS LE SECTEUR BANCAIRE FRANÇAIS. UNE ETUDE EXPLORATOIRE

Abstract : The authors conduct an exploratory study in order to develop a measurement scale of customers transactional/relational orientation. The study is implemented in the context of French banking industry in both B.-to-C. and B.-to-B. environments. The results show that a different scale is needed for each context.
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https://halshs.archives-ouvertes.fr/halshs-00471316
Contributor : Isabelle Prim-Allaz <>
Submitted on : Thursday, April 8, 2010 - 6:42:27 AM
Last modification on : Tuesday, April 14, 2020 - 11:04:02 AM
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  • HAL Id : halshs-00471316, version 1

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Yasmine Benamour, Isabelle Prim-Allaz. ORIENTATION RELATIONNELLE VERSUS TRANSACTIONNELLE DU CLIENT : DEVELOPPEMENT D'UNE ECHELLE DANS LE SECTEUR BANCAIRE FRANÇAIS. UNE ETUDE EXPLORATOIRE. 16ème Congrès International de l'Association Française du Marketing, May 2000, Montréal, Canada. pp.1111-1123. ⟨halshs-00471316⟩

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