Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services
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DOI: 10.1007/s11747-019-00635-z
Abstract: To encourage customers’ referral behavior and expand their customer base, providers of innovative products and services often use customer referral reward programs (CRPs), though not all CRPs deliver on their initial promise. With one field… read more here.
Keywords: referral reward; products services; customer referral; innovative products ... See more keywords
Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference
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DOI: 10.3389/fpsyg.2021.644412
Abstract: Referral reward design is the core component of customer referral programs, which are often applied to recruit new customers. This research investigates the effectiveness of utilitarian vs. hedonic rewards in terms of referral generation. Through… read more here.
Keywords: customer referral; hedonic rewards; referral programs; reward design ... See more keywords