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
The role of tie strength in bank credit card referral reward programs with scarcity messages
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DOI: 10.1108/ijbm-02-2019-0070
Abstract: Purpose The purpose of this paper is to investigate how referral reward programs (RRPs) utilizing scarcity messages influence bank credit holders’ referrals to and adoptions by close or distant friends. Design/methodology/approach A 2×2 experiment is… read more here.
Keywords: referral reward; bank; bank credit; scarcity ... See more keywords