An Empirical Relationship Between Referral Programs and Customer Engagement of Store Brands
Keywords:
Referral Programs, customer engagement, word of mouthAbstract
Referral programs are a powerful customer engagement tool for store brands, leveraging word-of-mouth marketing to acquire new customers and build brand loyalty, The main aim of this study are To find the various variables influencing customer in to referral programs and analyses the influence of referral programs on customer engagement. Referral programs leverage word-of-mouth marketing by incentivizing existing customers to refer new customers. Finally, it concludes that referral program incentivizes customers to recommend a store or brand to their friends and family in exchange for rewards and it leads to customer engagement in the store brands.
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Dominic (2017) Effectiveness of Customer Referral Reward Programs: The Mediating Role of Metaperception. The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World (pp.723-723)
Hai hua hu (2021) Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference. Front Psychol. . 2021 Jun 15;12:644412. doi: 10.3389/fpsyg.2021.644412.
Titin (2022) The Framework of Customer Engagement on Customer Satisfaction : The Antecedents and Consequences. Journal of Management and informatics.
Di Kuang (2024) Acquiring customers via referral reward programs versus advertising: Who is more likely to provide future referrals? Journal of Retailing and Consumer Services. Volume 81, November 2024, 103982.
Shamshana (2024) Motivation Triggers Customer Referral Behaviour and Effectiveness of Referral Programs in Customer Acquisition. Journal of Research in Business and Management Volume 12 ~ Issue 2 (2024) pp: 151-159
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