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Benoit Aubert

Diplômé DBA - 2006

Titre de thèse

customer education : definition, measures and effects on customer satisfaction


David Gotteland

Domaines d'expertise

  • E learning
  • Formation des consommateurs
  • Satisfaction client
Benoit AUBERT est Directeur Marketing et Développement de GEM depuis le 1er Janvier 2013. Il était auparavant Directeur de la Doctoral School (entité chargée de développer les programmes de DBA et PhD), en charge du développement et de l'organisation de ces programmes. Il est également professeur de marketing à Grenoble Ecole de Management. Il y assure des enseignements sur le CRM, la formation des consommateurs, le comportement des consommateurs, le marketing quantitatif et les principes du marketing. Dans le domaine marketing, ses recherches portent sur la formation des consommateurs (Customer Education). Il a obtenu une thèse de DBA sur ce thème, et analyse l'impact de la formation des consommateurs sur le comportement et la satisfaction des consommateurs. Il contribue également aux travaux de l'Institut du Capital Client. A ce titre, il a rédigé différents articles sur la formation des consommateurs, le CRM et la satisfaction.
Despite companies’growing interest in customer education (e.g., Nikon, Orange, Sony) and the evident awareness of this concept in some recent literature, research on customer education has remained relatively scarce. This thesis therefore contributes to the development of knowledge on customer education by endeavoring to clarify the concept of customer education and understand and measure its outcomes for customer satisfaction, a key indicator of corporate performance. To achieve this goal, the thesis begins with a literature review that provides an original conceptualization of customer education and its outcomes. A reliable and valid scale to measure customer education was developed. Finally, the study undertakes an experimental procedure, based on hypothetic-deductive methodology. The proposed structural model, which depicts the effects of customer education on customer satisfaction, tests a set of hypotheses that address both mediating and moderating effects. The tests of the hypotheses also rely on structural equation modeling. The experimental fieldwork, conducted in partnership with the digital camera manufacturer Nikon France, includes a sample of 321 customers. The results of this research are twofold. First, it offers a five-item original scale to measure customer education. The psychometric qualities of this scale are strong, according to well-established criteria. Second, this study proposes and validates a model of the relationships between customer education and customer satisfaction. This thesis thereby unveils two mediating variables: product usage and product usage–related knowledge and skills. The moderating role of customer expertise with a product category is also substantiated.