Comprendre les comportements de rejet de certains consommateurs face aux programmes de fidélité

Pez, Virginie

doi:10.7193/dm.068.37.46

Cited by 7 publications

(5 citation statements)

References 13 publications

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“…Boulaire (2003), for example, showed in a loyalty context that birthday cards sent by companies are sometimes perceived as calculated gestures. More recently, Pez (2012) has extended this finding to loyalty programs based on points.…”

Section: Inference Of Reasons Justifying Special Treatmentmentioning

confidence: 79%

Special Treatment as a Recruitment Tool: Issues of Consumer Resistance

Butori

Pez

2012

Recherche et Applications en Marketing (English Edition)

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More and more companies tend to give their most recent customers special treatment, thereby using it as a recruitment rather than a rewarding tool. Building on the concepts of legitimacy, reciprocity and inference, we show by means of a quantitative study (N = 301) and a qualitative study that this practice may result in resistance, with consumers either rejecting the brand or adopting opportunistic behavior. These findings enable us to make a series of recommendations for the better use of this CRM tool.

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Section: Inference Of Reasons Justifying Special Treatmentmentioning

confidence: 79%

Special Treatment as a Recruitment Tool: Issues of Consumer Resistance

Butori

Pez

2012

Recherche et Applications en Marketing (English Edition)

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“…On the other hand, the pressure in loyalty programs may have different origins from those studied in this research. For example, it may be linked to customers’ attitude to brands that they have not necessarily chosen, or to an overload of information about the program (Pez, 2012). These characteristics should be investigated further.…”

Section: Discussionmentioning

confidence: 99%

The dark side of the pressure exerted by loyalty programs on consumers: Practical and ethical issues

Pez

Butori

Mimouni-Chaabane

2017

Recherche et Applications en Marketing (English Edition)

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Despite its virtuous effect on consumption level and frequency of purchase, the pressure that loyalty programs exert on consumers can also be detrimental to their psychological well-being. Through three studies ( N = 461), we show that perceived pressure increases feelings of regret and discomfort in the relationship, and decreases consumer well-being. The perceived value of the program positively moderates these effects. We also evaluate the impact of three program characteristics likely to generate pressure: the points expiration deadline, the points threshold to obtain the benefit, and possible demotion to a lower status. Only demotion to a lower status appears to exert significant pressure. Our findings highlight the trade-off that managers need to find between the quantitative performance of their loyalty programs and their impact on customers’ well-being.

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“…Les recherches sur les comportements étudiés au titre de la résistance sont nombreuses et diverses. Elles ont porté sur le boycott (Friedman, 1985 ;Thébault, 1999 ;Cissé-Depardon, N'Goala, 2009 ;Capelli, Legrand, Sabadie, 2012), sur la résistance aux marques (Thompson, Haytko, 1997 ;Duke, 2002 ;Moisio, Askegaard, 2002 ;Dalli, Gistri, Romani, 2005), à la publicité (Rumbo, 2002 ;Cottet, Ferandi, Lichtle, 2009, au placement des marques dans les films (Fontaine, 2009), aux techniques de vente (Kirmani, Campbell, 2004 ;Roux, 2007Roux, , 2008, aux programmes de fidélité (Pez, 2012) et sur les plaintes et les réclamations (Roux, 2012). D'autres recherches se sont centrées sur la résistance à certaines formes de marché par la mise en place de pratiques alternatives d'échanges (Robert-Demontrond, 2009), la résistance aux dons d'argent (Urbain, Gall-Ely, Urien, 2012), le rejet de la consommation et la simplicité volontaire (Dobscha, Ozanne, 2001 ;Shaw, Newholm, 2002 ;Zavestoski, 2002).…”

Section: La Résistance Du Consommateur Aux Actions Et Dispositifs Marketingunclassified

Territoire et territoire numérique de la résistance des consommateurs

Roux¹,

Thébault²

2018

questionsdecommunication

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Territoire et territoire numérique de la résistance des consommateurs Une étude exploratoire Résumé. -Concept proposé pour qualifier les comportements de défiance, d'opposition voire de rébellion, la résistance du consommateur aux actions et dispositifs marketing est affectée par le développement du numérique. Source d'information, le numérique constitue aussi un nouveau territoire d'expression, de pratiques et d'usages. L'article explore la notion de territoire de résistance du point de vue du consommateur en étudiant la catégorisation d'une pluralité de comportements. La démarche conduit à explorer le territoire thématique de la résistance, à l'aide d'une étude quantitative par questionnaire. Trois territoires sont mis en évidence : un territoire de la résistance, un territoire de la non-résistance et un territoire ambivalent. L'hypothèse d'une césure générationnelle est également interrogée. Ces résultats sont discutés à la lumière des concepts de territoire, de territoire numérique et de leurs implications pour les acteurs de marché. Mots clés. -résistance du consommateur, actions et dispositifs marketing, territoire, territoire numérique, étude quantitative, digital natives André Le Roux, Marinette Thébault, Consumers' Resistance Territory and Digital Territory. An Exploratory Research Consumer resistance to marketing actions and devices a concept proposed in order to qualify defiance, opposition or even rebellion behaviors, is affected by the development of digital activities. A source of information, digital is also a new territory of expression, practices and usages. This research explores the concept of resistance territory from the consumer standpoint through studying categorization of various behaviors, thanks to a quantitative survey. Results highlight three territories: a resistance territory, a non-resistance territory, an ambivalent territory, and investigates the hypothesis of a generation gap. Results are discussed in light of the concepts of territory, digital territory and of their implications for market actors.

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Comprendre les comportements de rejet de certains consommateurs face aux programmes de fidélité

Cited by 7 publications

References 13 publications

Special Treatment as a Recruitment Tool: Issues of Consumer Resistance

Special Treatment as a Recruitment Tool: Issues of Consumer Resistance

The dark side of the pressure exerted by loyalty programs on consumers: Practical and ethical issues

Territoire et territoire numérique de la résistance des consommateurs

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