Vers une meilleure compréhension des mécanismes et des effets des programmes relationnels : une étude qualitative exploratoire

Despite the wide spread of relationship programs, these levers remain ill-implemented by firms. This is evidenced by dissapointing results of studies investigating their efficiency. In order to better understand how consumers react toward relationship programs, we conducted a qualitative study. Its results show that the success of these programs requires the establishment of a gratification system in accordance with the consumers’ expectations, their perception of the brand associations and their relationship with the brand.