Cette recherche propose 1) d’approfondir la notion de fidélité perçue envers une marque en la distinguant de la fidélité mesurée par l’entreprise, et 2) d’étudier la façon dont la fidélité perçue influence l’évaluation des traitements préférentiels accordés par les entreprises. Deux études (qualitative puis quantitative) identifient d’abord les quatre caractéristiques prototypiques du client fidèle qui déterminent la fidélité perçue : continuité de la relation, exclusivité envers la marque, confiance et recherche d’informations. Prenant appui sur la théorie de la justice, une troisième étude (quantitative) teste ensuite l’effet de deux bénéfices d’intensités différentes sur la légitimité perçue et la satisfaction à l’égard du traitement préférentiel. Les résultats indiquent que le fait d’être trop récompensé au regard de sa fidélité perçue suscite un sentiment d’iniquité qui génère une insatisfaction immédiate. Par contre, ne pas être suffisamment récompensé à un instant t ne génère pas nécessairement d’insatisfaction à cet instant donné, les consommateurs ayant l’habitude de recevoir des récompenses étalées dans le temps.
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