Résumés
Résumé
Le Sentiment Communautaire Virtuel, qui décrit la force des liens entre les membres d’une communauté virtuelle, est un concept relativement nouveau dont peu est réellement connu. L’objectif de cette recherche est double. D’abord, une échelle de mesure en français est proposée. Celle-ci repose sur le travail de Koh et Kim (2003). Ensuite, son influence sur la fidélité à l’entreprise est explorée. À partir d’une collecte de données de 342 membres, les résultats montrent que le sentiment communautaire virtuel favorise directement la fidélité. Toutefois, il affaiblit les liens entre la qualité de la relation client et la fidélité.
Mots-clés :
- communauté virtuelle,
- sentiment communautaire virtuel,
- qualité de la relation client,
- fidélité
Abstract
The sense of virtual community is defined as the sense of being tied to the group. It is relatively a new concept that needs more exploration. First, this research develops a French scale measure for it. The latter relies on the scale measure of Koh and Kim (2003). Second, its influence on loyalty is explored. Data from 342 members of company-managed virtual communities have been collected. Results show that the sense of virtual community favours loyalty. However, it makes weaker the influence of the relationship quality on loyalty.
Keywords:
- virtual community,
- sense of virtual community,
- Customer relationship quality,
- loyalty
Resumen
El Sentimiento de la Comunidad Virtual, que describe la fuerza de los lazos entre los miembros de una comunidad virtual es un concepto relativamente nuevo y se conoce realmente poco. El objetivo de este trabajo es doble. En primer lugar, se propone una escala de medida en francés. Se apoya en la obra de Koh y Kim (2003). Luego se explora su influencia en la fidelidad hacia la empresa. Se colectaron datos de 342 miembros, los resultados muestran que el sentimiento comunidad virtual favorece directamente la fidelidad. Sin embargo, debilita los vínculos entre la calidad de las relaciones con los clientes y la fidelidad.
Palabras clave:
- comunidad virtual,
- sentido virtual de la comunidad,
- la calidad de la relación con el cliente,
- de fidelidad
Parties annexes
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