Orientation relationnelle versus transactionnelle du client : développement d'une échelle dans le secteur bancaire français. Une étude exploratoire

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 results show that a different scale is needed for each context.

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Year of publication:	2000
Authors:	Prim-Allaz, Isabelle ; Benamour, Yasmine
Institutions:	Université Paris-Dauphine (Paris IX)
Subject:	scale \| orientation relationnelle \| orientation transactionnelle \| marketing relationnel \| marketing bancaire \| services \| échelle \| relational orientation \| transactional orientation \| relationship marketing \| banking marketing

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Extent:	application/pdf
Series:	Economics Papers from University Paris Dauphine.
Type of publication:	Book / Working Paper
Notes:	Published in Cahiers DMSP, 2000
Classification:	M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010708235