La fidelisation de la clientele
Institution:
Clermont-Ferrand 1Disciplines:
Directors:
Abstract EN:
Today, it is essential for a seller, supplier or manufacter to increase the fidelity of his economical partners. To do so, he often turns to very restrictive methods that bind his buyers or retailers. French and european consumer protection laws or regulations appear sometimes like an obstacle to sellers activity, sometimes like a tool for suppliers to gain the fidelity of their customers. Professional or not. The first goal of a vendor is to come up to his buyers' expectations. Thus, sellers usually offer express or implied commercial warranties and very efficient after-sale services. In the same way, they may reward their customers fidelity by granting them attractive price and easy terms. Because of some restrictive legal rules, the customers fidelity is often forced. Some contracts, which generate firm obligations but have a spread-out performance (subscription contracts), result in binding customers. In the particular field of production and distribution of a consumer product, contracts between suppliers manufacters and retailers are often more restrictive. They generally contain various clauses that contribute to the maintenance of a privileged relation. Those clauses, for example, can fix the resale price and the quantity of good to be purchased. Above all, they often restrict the freedom of retailers to deal with another supplier.
Abstract FR:
Fideliser lma clientele, c'est rechercher la fidelite de partenaires economiques identifies. Axees sur des mesures incitatives, les methodes employees evoluent rapidement vers la contrainte. Les regles francaises et communautaires imposees notamment par le droit de la concurrence et de la consommation apparaissent tantot comme une entrave a l'activite du vendeur, tantot comme un instrument utilise par le fournisseur pour obtenir la fidelite de ses clients professionnels ou consommateurs. Le vendeur cherche a satisfaire ses interlocuteurs. Il cxonstitue des fichiers clientele, propose des garanties commerciales et assure un service apres-vente performant. Il incite ou recompense la fidelite de ses clients, en leur accordant des avantages tarifaires individualises ou des modalites de paiement attrayantes. En structurant juridiquement le rapport commercial, la fidelite devient forcee. Alors que certains contrats instituent des engagements fermes et echelonnes, en inserant notamment une clause d'abonnement ou en amenageant une assistance mutuelle entre fournisseurs et revendeurs, les conventions de distribution organisent une fidelite encore plus contraignante, dans le cadre d'une relation evolutive entre les parties. Des clauses particulieres favorisent ensuite l'existence et le maintien d'une relation privilegiee. Ces dispositions portent sur les quantites distribues, affectent la fixation du prix de revente, et limitent la capacite des agents economiques a changer d'interlocuteurs.