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