Au programme du jour deux présentations :

H. Oueslati, Intégration perçue des canaux de distribution et comportement multicanal: résultats d'une étude qualitative (avancement de la thèse)

Une étude qualitative exploratoire nous a permis de mieux comprendre la relation qui lie des consommateurs aux différents canaux de distribution d’une enseigne de distribution multicanal. Le concept d’intégration perçue des canaux de distribution est alors mis en valeur ce qui consolide les apports de la stratégie de distribution multicanal intégrée / transcanal.

F. Poujol, S. Hollet, C. Fournier, Designing Sales Contests in call centers: Understand telemarketers’ preferences and recommendations for compensation, (Academy of Marketing Science Annual Conference, 26-19 mai, Portland, Oregon)

Sales contests are widely used by firms to motivate employees, reduce absenteeism and limit staff turnover. A sales contest is a special incentive program designed to motivate salespeople to pursue goals beyond the performance range generated by their compensation package (Murphy and Dacin, 1998). Little is known about salespeople’s preferred reward and sales contest system. The objective here is to determine the reward preferences of call center employees in terms both of the type of sales contests and of rewards. We conduct an experiment and use the conjoint analysis method to measure employee preferences. Although this method is rarely used in sales force management studies, it is in fact well suited to examining the trade-offs telemarketers are willing to make. It seems particularly suited to our aim of identifying the overall preferences of call center employees in regard to rewards and measuring the conjoint effects of the contest characteristics on ranking