Témoigner de la reconnaissance à ses clients suppose une identification individuelle et un accompagnement personnalisé. La personnalisation de l’offre (personnalisation dite « utilitaire ») apparaît alors fondamentale, comme la personnalisation du contenu social de l’interaction...

The public policy of support to digital uses is implicitly based on the reduction of first and second level digital divides. First by facilitating access (equipment and infrastructure) and then by worrying about usage or non-usage. Even if illiteracy remains important in France, education to...

The aim of this study is to use the FAO-56-based single crop coefficient approach to estimate actual evapotranspiration (AET) of an olive (Olea europaea L.) orchard in the Mediterranean semi arid region of Tensift-basin (central Morocco) during two consecutive growing seasons (2003 and 2004)....

Effects of loyalty programs and their perceived benefits for consumers have been the object of a growing interest in the area of marketing. However, existing literature do not really mention that some consumers could show reactance against loyalty programs. Thanks to a qualitative study, this...

Loyalty programs have been the object of a growing interest in the area of marketing. However, it is quite surprising that there is no generally accepted theoretical or empirical research that study how these programs could elicit negative effects over consumer behavior. Using a two-step method,...

Loyalty programs are supposed to have a positive effect on customer satisfaction. However, in certain cases, customers might live negative experiences with such programs, which could in turn lead to customer dissatisfaction. We believe that this point needs to be further instructed, because, by...

Few studies have been conducted on special treatment, and they have always considered it as a rewarding tool aimed at maintaining loyalty. However, special treatment is more and more widely used by firms during their first interaction with customers, as a recruiting tool. Relying on the concepts...