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Theses

Du souvenir de l'expérience à la relation à l'enseigne : une exploration théorique et méthodologique dans le domaine du commerce de détail

Abstract : Our research proposes an enrichment of the experiential paradigm by focusing on the consequences of experience. We support the view that an approach by the memory of the experience can partly compensate for the limitations of satisfaction in understanding the retailer-customer relationship. Our literature review leads us to a better understanding of the relationship between experience, memory of the experience and remembered experience. The completion of two longitudinal studies helps to: [1]. conceptualize dimensions of the memory of the shopping experience; [2]. understand the evolution of memory over time; [2]. study its effects on satisfaction, retailer attitude, retailer commitment, and consumer behaviors. Our results confirm that the memory of the experience seems to constitute a better predictor of the retailer-customer relationship than satisfaction, no matter whether the experience occurs in a store, in a mall or on a website. Our work concludes on the suggestion of operational avenues to assist retailers in their “customer experience memory management” (CEMM).
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https://tel.archives-ouvertes.fr/tel-01354168
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Submitted on : Wednesday, August 17, 2016 - 5:10:41 PM
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  • HAL Id : tel-01354168, version 1

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Michaël Flacandji. Du souvenir de l'expérience à la relation à l'enseigne : une exploration théorique et méthodologique dans le domaine du commerce de détail. Gestion et management. Université de Bourgogne, 2015. Français. ⟨NNT : 2015DIJOE005⟩. ⟨tel-01354168⟩

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