Entre pratique commerciale et travail réputationnel : l’invention d’une nouvelle forme de relation client ?

Abstract : With the increase of customers voicing their opinions on the Internet, the notion of “online reputation” appears as an emerging stake, mobilizing an increasing diversity of actors to follow the reputation of firms on “social networks”. The “reputational work” resulting from this interest was first envisaged, by companies and researches on the notion, in a perspective of measuring and analyzing customers’ opinions. In this article, we examine how firms’ intervention on social networks is a matter of reputational work, which is not limited to the professionals of communication, but also concerns - and transforms - activities such as sales and customer relationship. Through the example of the intervention of an Orange’s customer advisor on the blog made by inhabitants of a district in the Paris region, we shall see how a reputational work can become part of establishing a new form of customer relationship and the winning a new market.
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Journal articles
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https://halshs.archives-ouvertes.fr/halshs-01669302
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Submitted on : Wednesday, December 20, 2017 - 5:20:29 PM
Last modification on : Monday, July 9, 2018 - 10:44:23 AM

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  • HAL Id : halshs-01669302, version 1

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Marie Benedetto-Meyer, Nicolas Klein. Entre pratique commerciale et travail réputationnel : l’invention d’une nouvelle forme de relation client ?. Terrains et Travaux : Revue de Sciences Sociales, ENS Cachan, 2015, 1 (26), pp.147-166. ⟨https://www.cairn.info/revue-terrains-et-travaux.htm⟩. ⟨halshs-01669302⟩

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