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dc.contributor.authorRamaseshan, Balasubramani
dc.contributor.authorWirtz, J.
dc.contributor.authorGeorgi, D.
dc.date.accessioned2017-09-27T10:21:56Z
dc.date.available2017-09-27T10:21:56Z
dc.date.created2017-09-27T09:48:03Z
dc.date.issued2017
dc.identifier.citationRamaseshan, B. and Wirtz, J. and Georgi, D. 2017. The enhanced loyalty drivers of customers acquired through referral reward programs. Journal of Service Management. 28 (4): pp. 687-706.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/56997
dc.identifier.doi10.1108/JOSM-07-2016-0190
dc.description.abstract

Purpose: The purpose of this paper is to extend prior research on referral reward programs (RRPs) by examining if and how the mode of customer acquisition (RRP-acquired customers vs non-RRP-acquired new customers) moderates the relationships between customer satisfaction and attitudinal loyalty, perceived switching costs and attitudinal loyalty, and attitudinal loyalty and behavioral loyalty (i.e. recommendations, cross-buying, and total spend). Design/methodology/approach: Set in a banking context, this study is the first in an RRP context to link survey data with actual purchase data from a bank’s CRM records. Specifically, the survey captured customers’ satisfaction, perceived switching costs and attitudinal loyalty, whereas the CRM data provided actual loyalty behaviors (cross-buying and total spend). Findings: The findings show that the effect of satisfaction on attitudinal loyalty, and the effects of attitudinal loyalty on recommendations, cross-buying, and total spend were stronger for RRP-acquired customers than for non-RRP-acquired new customers. Furthermore, perceived switching costs had a lower effect on attitudinal loyalty for RRP-acquired customers than for non-RRP-acquired new customers. Practical implications: The findings offer managers a better understanding of how RRP-acquired customers differ from non-RRP-acquired new customers with regard to their satisfaction, perceived switching costs, and attitudinal and behavioral loyalty, thus enabling effective management of RRPs. Originality/value: This is the first empirical study that explores the differences between RRP-acquired customers and non-RRP-acquired new customers with regard to the effects of satisfaction and perceived switching costs on attitudinal loyalty, and the effect of attitudinal loyalty on behavioral loyalty.

dc.publisherEmerald Group Publishing
dc.titleThe enhanced loyalty drivers of customers acquired through referral reward programs
dc.typeJournal Article
dcterms.source.volume28
dcterms.source.number4
dcterms.source.startPage687
dcterms.source.endPage706
dcterms.source.issn1757-5818
dcterms.source.titleJournal of Service Management
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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