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Marketing B2B by Mohamed Essam

Marketing B2B

by Mohamed Essam
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Book cover type: Paperback
  • ISBN13: 9786208991753
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Notre Savoir
  • Publisher Imprint: Editions Notre Savoir
  • Publication Date:
  • Pages: 88
  • Original Price: GBP 43.41
  • Language: French
  • Edition: N/A
  • Item Weight: 127 grams
  • BISAC Subject(s): Management

Dans un environnement concurrentiel, la strat�gie doit vous permettre de vous d�marquer. Cette �tude a pour but de montrer comment la qualit� des relations peut influencer la fid�lit� des clients dans le contexte du commerce interentreprises. Elle suit l'approche composite de la fid�lisation, qui comprend � la fois des aspects comportementaux (intentions d'achat) et attitudinaux, afin d'expliquer pleinement le concept de fid�lisation de la client�le. Une recherche documentaire est entreprise dans les domaines de la fid�lisation de la client�le, de la qualit� de la relation, de la qualit� per�ue du service, de la confiance, de l'engagement et de la satisfaction. Cette �tude cherche ensuite � r�pondre aux questions de recherche suivantes: La qualit� de la relation influence-t-elle la fid�lit� du client ? Quelles dimensions de la qualit� de la relation influencent chacune des composantes de la fid�lit� du client ? Cette �tude a �t� men�e dans un contexte interentreprises du secteur de l'assurance en �gypte. Les r�sultats montrent que pour maintenir la fid�lit� du client au fournisseur, ce dernier peut am�liorer les quatre aspects de la qualit� de la relation, � savoir la confiance, l'engagement, la satisfaction et la qualit� du service. Plus pr�cis�ment, pour renforcer la confiance du client, le fournisseur doit promouvoir la confiance du client.

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