Acquiring customers via referral reward programs versus advertising : who is more likely to provide future referrals?
Di Kuang, Baolong Ma, Xiaofei Li
| Year of publication: |
2024
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|---|---|
| Authors: | Kuang, Di ; Ma, Baolong ; Li, Xiaofei |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 81.2024, Art.-No. 103982, p. 1-14
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| Subject: | Advertising | Customer expertise | Perceived justifiability | Product satisfaction | Referral reward programs | Konsumentenverhalten | Consumer behaviour | Werbung | Beziehungsmarketing | Relationship marketing | Kundenzufriedenheit | Customer satisfaction | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects | Kundengewinnung | Customer acquisition |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2024.103982 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015117860