Le recrutement par parrainage: aller au-delà du schéma de récompense

Patrick Nicholson and Pauline de Pechpeyrou ()
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Patrick Nicholson: Faculté de Médecine Henri Warembourg - Université de Lille
Pauline de Pechpeyrou: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre

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Abstract: Most service providers try to stimulate and control new customers' recruitment through referral programs. If these programs are justified by a higher quality of the acquired customers, their success relies on the potential referrer's willingness to recruit some of his acquaintances through interpersonal communication. The results from an experiment on 576 consumers showed that the success of these programs relies more on current customers' perception of self-efficacy and commitment toward the firm than on the perceived value of rewards. Practitioners should better target potential recommenders and help them to convince their ties. However the success of such operations firstly relies on the overall quality of customer relationship management and customers' satisfaction.

Keywords: Parrainage; Recommandation; Récompenses; Engagement; Capacité perçue (search for similar items in EconPapers)
Date: 2015
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Published in Décisions Marketing, 2015, 79, pp.55-85

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01361458

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