Jamais sans ma tribu! Modulations de la relation de service en marketing tribal

Cova, Bernard (Kedge Business School)

Abstract: This article investigates the impact on the service relationship when a new category of consumers, in search of functional benefits, joins an established community of clients and employees who share the same tribal ethos. More specifically, the Assurance Mutuelle des Motards (Mutual Insurance of Motorcyclists) case study provides evidence of the difficulties employees face when handling consumers who do not adhere to the values of the tribe. Findings demonstrate in fact that these employees develop particular competencies while interacting with members of the tribe that are not transferable to other interaction settings. This leads them to foster relations preferentially with consumers who are members of the tribe, leaving other customers by the wayside

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Published in: Décision Marketing: n° 95 (Juillet-Septembre 2019), p. 15-32

Note de localisation: CNUDST (TUN01)
Code de rangement: SP

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 Record created 2021-02-23, last modified 2021-02-23

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