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: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Customer acquisition through referrals: moving beyond reward schemes Most service providers try to stimulate and control the recruitment of new customers through referral programs. Although 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 suc- cess of such operations relies mainly on the overall quality of customer relationship management and customers' satisfaction.

Keywords: referral program; recommendation; rewards; commitment; self-efficacy; parrainage; recommandation; récompenses; engagement; capacité perçue (search for similar items in EconPapers)
Date: 2015-09-21
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Published in Décisions Marketing, 2015, 79, pp.53-73. ⟨10.7193/DM.079.53.73⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309810

DOI: 10.7193/DM.079.53.73

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