ORIENTATION RELATIONNELLE VERSUS TRANSACTIONNELLE DU CLIENT : DEVELOPPEMENT D'UNE ECHELLE DANS LE SECTEUR BANCAIRE FRANÇAIS. UNE ETUDE EXPLORATOIRE

Conference object, Preprint French OPEN
Benamour , Yasmine ; Prim-Allaz , Isabelle (2000)
  • Publisher: HAL CCSD
  • Subject: orientation relationnelle | scale | échelle | relationship marketing | services | marketing bancaire | marketing relationnel | banking marketing | JEL : M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics | relational orientation,transactional orientation,relationship marketing,banking marketing,scale,orientation relationnelle,orientation transactionnelle,marketing relationnel,marketing bancaire,services,échelle | relational orientation | [ SHS.GESTION ] Humanities and Social Sciences/Business administration | orientation transactionnelle | transactional orientation

International audience; 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 banking industry in both B.-to-C. and B.-to-B. environments. The... View more
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