Cet article procède à l'examen de l'une des relations fondamentales du marketing. Il s'appuie sur une étude expérimentale de la liaison entre la satisfaction du consommateur et sa fidélité aux marques. L'ambiguïté des résultats conduit les auteurs à s'interroger sur la mesure et la nature même du concept de satisfaction, ainsi que sur le rôle qu'on lui attribue dans les processus décisionnels de consommation.
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