期刊
INTERNATIONAL JOURNAL OF BANK MARKETING
卷 38, 期 2, 页码 296-309出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IJBM-02-2019-0070
关键词
Relationship marketing; Credit card; Promotion; Scarcity messages; Referral rewards
类别
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 2x2 experiment is implemented with 760 consumers solicited through Amazon's Mechanical Turk worker panel. Logit transformation and general linear models are used to test the proposed hypotheses. Findings - Results showed that offering RRPs with limited available referrals (quantity scarcity) increases the overall number of referrals to and adoptions by close and distant friends. The percent of strong ties also increases with RRPs. As quantity scarcity is relaxed, the percentages of referrals to and adoptions by close friends decrease. Originality/value - The inclusion of tie strength with scarcity framing greatly enhances our understanding of the effectiveness of RRPs for bank credit cards. To the authors' knowledge, this is the first research attempt on this topic.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据