Referral Rewards Programs: A Longitudinal Comparison of Customer Generations
Type
conference paper
Date Issued
2019-07-18
Author(s)
Abstract
Many companies incentivize existing customers to recruit new ones by offering signup bonuses to both the referring and the referred customer. We observe a research gap regarding the longitudinal analysis of referral behavior across multiple generations of customers. We pose the question whether first- or later-generation customers differ in terms of their interaction with a firm and other behavioral domains? We therefore ask whether a referrer’s referee is also automatically a good referrer or not, yielding further insights into the subject of referral reward programs.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Event Title
Frontiers in Service Conference
Event Location
Singapore, Singapore
Event Date
18 July - 21 July 2019
Subject(s)
Division(s)
Eprints ID
256938