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La relation entre la satisfaction du consommateur et sa fidélité à la marque : un examen critique

JEAN DUFER and JEAN-LOUIS MOULINS
Recherche et Applications en Marketing
Vol. 4, No. 2 (1989), pp. 21-36
Stable URL: http://www.jstor.org/stable/40588747
Page Count: 16
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
La relation entre la satisfaction du consommateur et sa fidélité à la marque : un examen critique
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Abstract

Cet article procède à l'examen de l'une des relations fondamentales du marketing. Il s'appuie sur une étude expérimentale de la liaison entre la satisfaction du consommateur et sa fidélité aux marques. L'ambiguïté des résultats conduit les auteurs à s'interroger sur la mesure et la nature même du concept de satisfaction, ainsi que sur le rôle qu'on lui attribue dans les processus décisionnels de consommation. This article examines one of the more basic relationships in marketing. It relies on an experimental study of the connection between consumer satisfaction and brand loyalty. Ambiguity of results leads author to question the measure and the very concept of satisfaction, as well as the role given to it within decisional processes of consumption.

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