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[연구]A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood
2007.01.01 Views 1161 경영학연구분석센터
Journal of Marketing
Vol. 71, Issue 1,January 2007, pp. 84-94.
Gangseog Ryu (1),
1 Associate Professor of Marketing, College of Business Administration, Korea University. gryu@korea.ac.kr
Lawrence Feick (2)
2 Professor of Business Administration, Katz Graduate School of Business, University of Pittsburgh. feick@katz.pitt.edu
doi: http://dx.doi.org/10.1509/jmkg.71.1.84
Abstract
Because referral reward programs reward existing customers and build the customer base, firms use them to encourage customers to make recommendations to others. The authors report on four experiments in which they find that rewards increase referral likelihood. More specifically, they find that rewards are particularly effective in increasing referral to weak ties and for weaker brands. It is also important who receives the reward. Overall, for weak ties and weaker brands, giving a reward to the provider of the recommendation is important. For strong ties and stronger brands, providing at least some of the reward to the receiver of the referral seems to be more effective. The authors discuss the implications of the results for the design of reward programs.
Keywords:
Word of mouth,
referral reward program,
referral likelihood,
tie strength,
brand strength
Vol. 71, Issue 1,January 2007, pp. 84-94.
Gangseog Ryu (1),
1 Associate Professor of Marketing, College of Business Administration, Korea University. gryu@korea.ac.kr
Lawrence Feick (2)
2 Professor of Business Administration, Katz Graduate School of Business, University of Pittsburgh. feick@katz.pitt.edu
doi: http://dx.doi.org/10.1509/jmkg.71.1.84
Abstract
Because referral reward programs reward existing customers and build the customer base, firms use them to encourage customers to make recommendations to others. The authors report on four experiments in which they find that rewards increase referral likelihood. More specifically, they find that rewards are particularly effective in increasing referral to weak ties and for weaker brands. It is also important who receives the reward. Overall, for weak ties and weaker brands, giving a reward to the provider of the recommendation is important. For strong ties and stronger brands, providing at least some of the reward to the receiver of the referral seems to be more effective. The authors discuss the implications of the results for the design of reward programs.
Keywords:
Word of mouth,
referral reward program,
referral likelihood,
tie strength,
brand strength