Tarification d’une expérience de service combinant Customer Journey et Willingness-To-Pay : le cas d’un club promouvant le vin régional (notice n° 1544030)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02789cam a2200301 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20251012024451.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Fragnière, Emmanuel |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Tarification d’une expérience de service combinant Customer Journey et Willingness-To-Pay : le cas d’un club promouvant le vin régional |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 39 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This study introduces a novel pricing methodology for complex service experiences, illustrated by way of a case study of a Swiss wine tourism club. Combining Customer Journey Mapping (CJM) and Willingness-To-Pay (WTP) enables the methodology to capture the perceived value of the entire experience, including its hedonic and spatio-temporal dimensions. A survey of 50 participants was conducted to estimate WTP for various tasting event configurations. The collected data enabled modelling of market share and production costs, as well as the identification of an optimal service design. The results highlight that guided tastings are the most valued attribute. Despite limitations arising from hypothetical bias and the non-representative nature of the sample, the method serves as promising proof of concept for fairer, experience-centred pricing strategies. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Cette étude propose une nouvelle méthode de tarification pour les services complexes, illustrée par l’exemple d’un club œnotouristique suisse. En combinant la cartographie du parcours client (CJM) et la volonté de payer (WTP), elle permet d’évaluer la valeur perçue d’une expérience dans sa globalité, en prenant en compte sa dimension hédoniste et spatio-temporelle. Un sondage a été mené auprès de 50 participants afin d’estimer leur WTP pour différentes configurations d’événements de dégustation. Les données recueillies ont permis de modéliser la part de marché, les coûts et d’identifier un design de service optimal. Les résultats montrent que la dégustation est l’attribut saillant le plus valorisé. Malgré les limites liées au biais hypothétique et à l’échantillon non représentatif, cette approche offre une illustration concrète du potentiel d’une tarification fondée sur la valeur perçue par le client. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Design de service |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Œnotourisme |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Parcours Client |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Propensité à payer |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Tarification |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Customer Journey |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Pricing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Service Design |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Willingness-To-Pay |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Wine Tourism |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Moresino, Francesco |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Innovations | hors-série | HS1 | 2025-10-10 | p. 114-114 | 1267-4982 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-innovations-2025-HS1-page-114?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-innovations-2025-HS1-page-114?lang=fr&redirect-ssocas=7080</a> |
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