VERS UN MODELE DE L’EVALUATION DE LA CONSOMMATRICE A UN SERVICE EN EXTENSION DE L’OFFRE D’UNE ENSEIGNE PARAPHARMACEUTIQUE

Résumé

The aim of this paper is to design a model that studies the mechanisms through which the consumer will assess an extended service of a brand. Indeed, referring to the reasoned attitude theory, we try to study the effect of the variable specificity of an extended service. Our study have management implications that will enlighten managers about the possibility and the success of maintaining such an extended service.