Dans le troisime article de ce numro les consquences relationnelles de la valeur perue par les visiteurs en grande surface, trois jeunes chercheurs, Hechmi Najjar, Ins Mhaya et Imen Ben Jannet s’intressent une dimension fondamentale de la relation entre le consommateur et la marque, la valeur sociale perue, en l’appliquant plus particulirement au cas des grandes surfaces, dont le dveloppement et le positionnement en Afrique du Nord, et plus particulirement en Tunisie, prsentent naturellement des spcificits propres. Les auteurs repositionnent la valeur sociale en tant que dimension de la valeur perue et s’intressent aux consquences relationnelles de la valeur sociale, dans la mesure o l’espace de vente est naturellement un lieu propice aux interactions sociales (avec le personnel de vente et les autres clients). La valeur sociale est videmment plus spcifiquement recherche dans la mesure o elle accrot la satisfaction de l’exprience d’achat et partant la fidlit des clients.
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