La méthode des scénarios : une méthode qualitative innovante pour le marketing. Application au comportement éthique du vendeur en B to B

Lavorata, Laure; Nillès, Jean-Jacques; Pontier, Suzanne

doi:10.7193/dm.037.67.75

Cited by 25 publications

(15 citation statements)

References 3 publications

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“…This first collection allowed us to pre-test the measurement scales of the variables mobilized. The second collection ( N 2 = 280) was carried out using a scenario-based experimental method (Bolton et al, 2003; Lavorata et al, 2005). A 2 × 2 factorial design (Appendix 3) used for this purpose.…”

Section: Methodsmentioning

confidence: 99%

Revenue management pricing in the hotel sector: Reducing perceived unfairness to encourage willingness to pay

Meatchi

Camus

2020

Recherche et Applications en Marketing (English Edition)

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In a context of ever-increasing competition, revenue management pricing (RMP) has become a strategic tool for companies with limited capacity. However, despite its considerable appeal, studies show that RMP has mixed reactions from consumers. The aim of this research is to test levers of actions that can help reduce the perceived unfairness of RMP and thus promote willingness to pay (WTP). Two quantitative samples ( N1 = 325; N2 = 280) allowed us to validate the measurement instruments for the concepts mobilized and to test two explanatory ‘fairness-based pricing’ models. The results show that fairness and transparency have strong positive individual and interaction effects on reducing the cognitive dimensions of perceived unfairness and on reinforcing WTP. However, the effects on the affective dimensions are not confirmed in the two models tested.

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Section: Methodsmentioning

confidence: 99%

Revenue management pricing in the hotel sector: Reducing perceived unfairness to encourage willingness to pay

Meatchi

Camus

2020

Recherche et Applications en Marketing (English Edition)

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“…Cette première collecte a permis de pré-tester les échelles de mesure des variables mobilisées. La seconde collecte ( N 2 =280 ) a été menée au moyen d’une méthode expérimentale basée sur des scénarios (Bolton et al, 2003 ; Lavorata, Nillès et Pontier, 2005). Un plan factoriel 2X2 (annexe 4) a été mis en place à cet effet.…”

Section: Les Hypothèses De Recherche Des Deux Modèles Comparésunclassified

Stratégie de tarification par le revenue management dans le secteur hôtelier : réduire l’injustice perçue pour favoriser le consentement à payer

Meatchi

Camus

2020

Recherche et Applications en Marketing (French Edition)

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Dans un contexte de concurrence toujours exacerbée, la tarification par le revenue management (TRM) est devenue un outil stratégique pour les entreprises disposant de capacités contraintes. Cependant, en dépit de son intérêt considérable, des études montrent que la TRM fait l’objet de réactions mitigées de la part des consommateurs. L’objectif de cette recherche est de tester des leviers d’actions susceptibles de contribuer à réduire l’injustice perçue à l’égard de la TRM et ainsi, favoriser le consentement à payer (CAP). Deux échantillons quantitatifs (N1=325 ; N2=280) ont permis de valider les instruments de mesure des concepts mobilisés et tester deux modèles explicatifs de “fairness based pricing”. Les résultats montrent que l’équité et la transparence ont des effets individuels et d’interaction fort positifs sur la réduction des dimensions cognitives de l’injustice perçue et sur le renforcement du CAP. En revanche, les effets sur les dimensions affectives de l’injustice perçue ne sont pas validées dans les deux modèles testés.

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“…Indeed, some researchers view it as the basis for research on ethics (Hunt and Vitell, 1986;Chonko, Tanner and Weeks, 1996). Other authors have shown its relevance for research on ethics in marketing and sales (Lavorata, Nillès and Pontier, 2005). Five scenarios were thus presented to the salespersons (Appendix A2).…”

Section: Operationalization Of the Salesperson's Ethical Behaviormentioning

confidence: 99%

“…As a result, defining the content of the ethical climate becomes a major issue for companies insofar as some authors have suggested that by incorporating ethics into a company, the behavior of its members can be influenced (Robin and Reidenbach, 1987), a suggestion confirmed by more recent research (Wimbush and Shepard, 1994;Verbeke, Ouwerkerk and Peelen, 1996;Lavorata, Nillès and Pontier, 2005). Other writers have also shown the main consequences of non-ethical behavior on the part of individuals: absenteeism, high staff turnover, lowered performance, lateness, etc., all of which can be extremely costly for the company (Wimbush and Shepard, 1994;Schwepker, 2001).…”

Section: Introductionmentioning

confidence: 99%

Proposal for a Measurement Scale of the Ethical Climate in Business: A Study in the Area of B-to-B Selling

Lavorata

2007

Recherche et Applications en Marketing (English Edition)

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The aim of this paper is to develop and test a measurement scale of ethical climate in a French-speaking context. Although companies are becoming aware of the need to incorporate ethics into their strategy, there is no existing tool for evaluating its progress within the organization. Semi-directive interviews, followed by data collection by questionnaire among B-to-B salespeople, enabled us to draw up a scale of measurement consisting of fourteen items articulated around four dimensions: “The company's ethical procedures”, “Peer behaviors”, “Sales practices” and “Remuneration plan”. While the results confirm the importance of ethical procedures and the need to establish them within the company, they also reveal that they are not sufficient to create a strong ethical climate and that other variables, such as the remuneration plan, play a major role. As a result, the establishment of an ethical climate assumes that companies make a sometimes difficult choice between a priori contradictory requirements such as specifying set targets for salespersons while developing ethical selling techniques.

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La méthode des scénarios : une méthode qualitative innovante pour le marketing. Application au comportement éthique du vendeur en B to B

Cited by 25 publications

References 3 publications

Revenue management pricing in the hotel sector: Reducing perceived unfairness to encourage willingness to pay

Revenue management pricing in the hotel sector: Reducing perceived unfairness to encourage willingness to pay

Stratégie de tarification par le revenue management dans le secteur hôtelier : réduire l’injustice perçue pour favoriser le consentement à payer

Proposal for a Measurement Scale of the Ethical Climate in Business: A Study in the Area of B-to-B Selling

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