La Revue des Sciences Commerciales
Volume 16, Numéro 2, Pages 56-70
2017-06-30
Le Consommateur 2.0: Le Connaitre Pour Mieux Le Satisfaire
Auteurs : Nouiri Abdenour . Benarab Imene Hanane .
Résumé
Abstract: Knowing the consumer and understanding his buying behavior is important for the firm if it wants to anticipate its needs and meet its expectations. But with the evolution of the Web which offers access to an unlimited amount of information and which allow sharinghis own experience and talking directly to brands, the consumer, better informed about the firms’ products and practices, has changed. He expresses more requirements and integrates the Web into his decision making process. So, today, we are talking about consumer 2.0., who the firm should imperatively learn to know to be able to satisfy.
Mots clés
Web 2.0, Médias sociaux, Consommateur 2.0, Processus de décision d’achat, Modèle EBM, Moment Zéro de vérité.
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