Create communities of value

To develop customer loyalty, firms try to establish relationships based on values with customers : allocine. This website offers the users the opportunity to give their opinions on movies. These opinions are part of the presentations of the movies as well as press critics. So it gives value to the internet users' opinions and therefore attracts other users since they can have professional and non professional opinions on a movie. So it is way fot "Allocine" to ensure loyalty of its internet users and attract others.