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Lichtlé, Marie-Christine; Plichon, Véronique
Recherche et applications en marketing, 12/2008, Volume: 23, Issue: 4Journal Article
L'objectif de cet article est de proposer une synthèse d'un concept primordial en marketing, aussi bien d'un point de vue managerial que conceptuel : la fidélité. Après avoir analysé les définitions de la fidélité et leur évolution, un panorama des explications théoriques est dressé. Quatre grands processus fondés sur des théories différentes peuvent être identifiés. L'objectif est de comprendre comment les intégrer dans un modèle général, afin de pouvoir faire émerger de nouvelles pistes de réflexion. The aim of this article is to offer a synthesis of a very important concept in marketing, both from a managerial and a conceptual point of view: loyalty. After having analyzed the definitions of loyalty and their evolution, an overview of theoretical explanation is presented and four main processes based on different theories are identified. The aim is to understand how these theories can be integrated in a general model, in order to open up new avenues of thought.
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