Rôles et mécanismes du Bouche-à-Oreille dans le développement d'une clientèle vétérinaire canine
@inproceedings{Laravoire2007RlesEM,
title={R{\^o}les et m{\'e}canismes du Bouche-{\`a}-Oreille dans le d{\'e}veloppement d'une client{\`e}le v{\'e}t{\'e}rinaire canine},
author={Philippe Laravoire},
year={2007}
}Comprendre et maitriser le Bouche-a-Oreille (BAO) est essentiel pour le veterinaire praticien. A partir de donnees recueillies aupres de proprietaires d’animaux de compagnie, ce travail met en evidence, d’une part les antecedents du BAO (qualite de service, qualite percue, satisfaction, fidelite), et d’autre part ses consequences (recherche d’information, decision d’achat, renforcement positif ou negatif de la satisfaction et de la fidelite, rentabilite). Nous proposons un modele integrant les…
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