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Cette thèse traite de la compréhension de l’engagement client dans un contexte multicanal. Le flot de littérature sur le marketing multicanal présente plusieurs lacunes théoriques et managériales, telles que les impacts dynamiques de l’adoption multicanal sur la valeur client, la quantification de la rentabilité des campagnes marketing, le comportement multicanal à travers les marques, etc. (Neslin et al. 2014; Neslin and Shankar 2009). Cette thèse a pour but d’éclairer les impacts dynamiques de l’engagement client sur la valeur client et les revenus de l’entreprise dans un contexte multicanal. Le Chapitre 1 aborde les « Impacts dynamiques du canal d’acquisition et de l’adoption multicanal sur la valeur vie client ». Au Chapitre 2, « antécédents et conséquences de l’utilisation des codes promotionnels », nous étudions le processus d’utilisation des codes promotionnels et la rentabilité de telles campagnes. Au Chapitre 3, « Modéliser les impacts de l’achat multicanal sur le choix de marque », nous étudions la question du comportement en termes de choix d’une marque dans un environnement multicanal. Dans l’ensemble, cette thèse étudie divers engagements client et leurs effets sur la valeur client et les revenus de l’entreprise. Du point de vue théorique, c’est une contribution aux publications sur le marketing dans les domaines du marketing multicanal, de la valeur vie client, des promotions et des choix de marques. Elle propose une approche exhaustive de l’engagement client et de la valeur client dans un contexte multicanal. Dans une optique de gestion, cette étude propose aux entreprises des méthodologies novatrices pour gérer leur clientèle au niveau individuel, ainsi que de nouveaux modèles pour évaluer les activités de marketing multicanal / This dissertation aims to investigate the dynamic impacts of customer engagement on customer value and firm revenues in a multichannel context. I address this research question in three chapters. In chapter 1, we propose a hidden Markov model to understand the dynamic effects of acquisition channel and multichannel adoption on the customer-firm relationship and to estimate the customer lifetime value. The results show that multichannel customers acquired from offline channels exhibit higher short-term value than multichannel customers acquired from online channels. In contrast, multichannel customers acquired from online channels are more likely to stay in a higher value state in the long run. In the long run, multichannel customers acquired from offline channels are more valuable than other customers. Chapter 2 focuses on promo code redemption behaviors. We conduct the research using a field experiment. We identify the determinants of opening, clicking the email and the final redemption behavior using a simultaneous multiple equation probit model. In our setting, we find that 11% of the profitability of the promo code campaign stems from eligible purchases without redemption. By targeting those customer segments that are more likely to make eligible purchases without redemption, the average profitability increases. In Chapter 3, we investigate how multichannel behavior impacts brand choice in a grocery setting. Our research develops a hierarchal Bayesian brand choice decision model to understand how multichannel adoption impacts brand choice decision, brand size-of-wallet, and brand share-of-wallet. Our results show that brand choice probability increases in general after consumers become multichannel. We also find that consumers increase both the size-of-wallet and share-of-wallet for the brand which they first purchase online, yet do not necessarily decrease the share-of-wallet for other brands.

The client-therapist relationship has long been recognized as an important element in psychotherapy, and research has demonstrated its robust association with positive outcomes. This study examined the feasibility and preliminary efficacy of training therapists in strategies for improving therapeutic relationships with clients. The strategies were compiled from the empirical literature, drawing on the work of Hilsenroth and Cromer (2007), Castonguay (1996), and Safran and Muran (2000). The study employed a manipulated training design that has the benefit of addressing naturalistic effectiveness questions, while adhering to the rigorous scientific standards of controlled efficacy research (Hayes, 2002). Participants were 57 therapists working at five community mental health clinics who were randomly assigned to the brief alliance training workshop (in which they participated prior to starting treatment with a new client) or to a delayed-training control condition. Outcomes assessed included therapists' self-reported use of alliance strategies in session 1, therapist-rated alliance quality after session 1, and early client engagement. Engagement was operationalized in several ways: number of sessions attended in the first four weeks, planned session frequency (e.g., weekly, monthly), attendance rate (i.e., percent of scheduled sessions attended), and treatment status at the end of four weeks (e.g., therapist and client had next session scheduled, client had terminated unilaterally). Counter to hypotheses, one-way ANOVAs and chi-square analyses revealed no statistically significant differences between the training and the delayed-training conditions on the primary outcomes. However, effect size estimates suggested that clinicians in the training condition reported better alliances with their clients than clinicians who had yet to receive the training (d = 0.40, 95% CI [-0.13, 0.93], small to medium effect). Furthermore, therapists' use of alliance strategies taught in the workshop was significantly correlated with alliance quality. In addition to the preliminary efficacy findings, the study generated important information about the feasibility of conducting psychotherapy research in naturalistic settings, as well as recommendations for future studies. The manipulated training design holds promise for collaborations between researchers and clinicians seeking to bridge science and practice.

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