La fidélité envers la marque de « Deal » à travers une atmosphère inter@ctive : une étude qualitative exploratoire « Le cas d'achat groupé en ligne »

The present exploratory research (falling within the e-commerce context) is a part of the e-commerce context. Through two supplementary qualitative phases and an interactive atmosphere, the research has been made to explain the contribution of functional and relational features of “Deals” websites in the customer loyalty with the online buying group sector, and to show the ones, who are in charge of “Deals” websites, employing strategies of loyalty toward their customers. Such has been justified by the trademarks that are using technological tools.