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La permission de communiquer peut-elle favoriser la construction de relations d'échange durables ? : le cas de l'e-mail OPT-IN

Abstract : The permission represents a new paradigm following excesses of the emails marketing. Often lived like a constraint by the firms, the permission is also presented like a positive phenomenon of the communication. According to Godin (2000), indeed, permission marketing would make it possible the firms which practice it, to overcome their customers more easily and develop loyalty at lower cost. The commercial messages accepted beforehand by the recipients, would collect their attention better, would cause their confidence and with beyond would consolidate the relation of exchange. Continuing the reflexion of the experts, we assign with this thesis two objectives. First to bring to the concept of permission the essential theoretical bases which are still lacking to it. Then to work out an explanatory model of the behavior of permission which makes it possible to include / understand its role in the construction of durable relations of exchanges. Our problems suggest regarding the behavior of permission as a double process of commitment, behavioral and attitudinal. In the behavior process, the conditions of realization of the preparatory behaviors which are required by the firm induce a durable commitment which in its turn determines the behavior of permission itself and the intention of customers loyalty. In the attitudinal process, it is on the contrary commitment attitudinal towards the applicant, who under the control of background psychological variables affects in the duration the behavior of permission and the intention of loyalty of the customers. The relevance of this theoretical framework was then empirically on three levels, starting from the data collected in experimentation with the daily newspaper "Le Républicain Lorrain". Within a purely static framework at the "t" moment, within a dynamic framework, of "t" to "t+1" and to "t+2", finally within a framework exploring the potential heterogeneity of the processes. The results all obtained go in the direction of the advanced assumptions, and validate thus temporarily a framework of analysis, being able to inspire by other work devoted to the engaging communication.
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Submitted on : Tuesday, April 24, 2018 - 4:04:36 PM
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  • HAL Id : tel-01776651, version 1



Hélène Yildiz. La permission de communiquer peut-elle favoriser la construction de relations d'échange durables ? : le cas de l'e-mail OPT-IN. Gestion et management. Université Nancy 2, 2006. Français. ⟨NNT : 2006NAN22001⟩. ⟨tel-01776651⟩



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