Transactional versus Relational Customer Orientation: Developing a Segmentation Tool in the French Banking Industry An exploratory study

Yasmine Benamour (1) , Isabelle Prim-Allaz (2)

1 CESEM, Centre de Recherche de HEM – MAROC
2 COACTIS - COnception de l'ACTIon en Situation

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 industry in both B.-to-C. and B.-to-B. environments. They show that transactional/ relational orientation can be measured following four dimensions: affective, technical, short-term and long-term dimensions. This scale is the first in this field and further research is necessary in order to improve its applications and functions. Moreover, this work remains limited in application to the French banking industry.

Mots clés: Transactional orientation; Relational Orientation; Segmentation Tool; French Banking Industry

Domaines: Gestion et management

Yasmine Benamour, Isabelle Prim-Allaz. Transactional versus Relational Customer Orientation: Developing a Segmentation Tool in the French Banking Industry An exploratory study. 7th Relationship Marketing Colloquium : Delivering Value Out Of Bounds, Nov 1999, Glasgow, United Kingdom. ⟨halshs-00471317⟩