The Credibility Effect of Paid vs. Non-Paid Referrals
|
|
- Posy Benson
- 8 years ago
- Views:
Transcription
1 Page 1 of 8 ANZMAC 2009 The Credibility Effect of Paid vs. Non-Paid Referrals Sabrina, Helm The University of Arizona, U.S.A., helm@ .arizona.edu Anne Willach, RWTH Aachen, Germany, A.Willach@wzl.rwth-aachen.de Abstract In services marketing, potential customers often rely on referrals to overcome initial purchase uncertainty. Therefore, providers aim at stimulating referrals, e.g. by using customer referral campaigns. However, these induce cost and, moreover, paying for referrals might affect the recipient s perception of the sender s credibility. Consequently, this paper addresses the following research question: Does paying for referrals have a negative effect on sender credibility as perceived by the recipient? By conducting an experiment addressing mobile telecommunication services, we find evidence for this negative effect on sender credibility. The effect does not differ between sender-recipient relationships characterised by strong or weak ties. Our findings caution managers to consider this potential social side effect of using referrals. Keywords credibility; word of mouth; referrals; customer referral programs; tie strength; experiment
2 ANZMAC 2009 Page 2 of 8 The Credibility Effect of Paid vs. Non-Paid Referrals Introduction Positive word of mouth (WOM) has been analysed as a highly effective marketing tool that enables companies to attract new customers (Haywood, 1989; Wangenheim and Bayón, 2007) as well as bond current customers (Helm, 2003), especially in the services sector. As Harrison-Walker (2001, p. 62) points out, services are natural candidates for WOM communication among consumers because services customers strongly rely on the opinions of other customers when forming their expectations about and evaluations of the service (Bansal and Voyer, 2000; Oliver, 1997). The power of word of mouth (Arndt, 1967) is generally attributed to high credibility in the perception of its recipient. Few academic and managerial contributions have highlighted opportunities to actively manage word of mouth. Customer referral campaigns are the main marketing tool so far to have caught notable attention in scientific literature as a tool for strategically using customer word of mouth (e.g., Godes and Mayzlin, 2004; Ryu and Feick, 2007; Wirtz and Chew, 2002). Incentivising referrals as part of a customer referral campaign induces cost regarding managing the campaign as well as the incentives. Such costs are warranted if referral campaigns are as efficient as pointed out in the literature. However, research has neglected to investigate whether paying for referrals has an effect on the recipient s perception of the sender of the referral and, specifically, whether sender credibility is affected by the sender being paid for the referral. Therefore, we address the following research question: Does paying for the referral have a negative effect on sender credibility as perceived by the recipient? Conceptual Background and Hypotheses Source credibility has been researched in numerous studies that attempt to explain how the content of communication and its presentation depend on the degree of credibility and how varying degrees of source credibility have different effects on outcome variables, such as attitude change (Hovland, Janis and Kelley, 1974). According to Hovland et al. (1974), credibility is a two-dimensional concept for evaluating a source of information that consists of the components competence (or expertness) and trustworthiness. Competence of a source addresses the quality of information and translates to validity of the source s communication. It is based on experience and specific knowledge that are attributed to the source. Perceptions of trustworthiness of a source depend on whether the recipient can be sure that the information is transmitted without a bias (Hovland, Janis and Kelley, 1974). The interplay of the two dimensions is pinpointed by McGuire (1985, p. 263): Besides seeming expert enough to know the truth, the source must seem trustworthy enough to want to report it. Referrals are a dynamic and interactive phenomenon (Bristor, 1990), so that researchers tend to focus on the dyad of sender and recipient, and the strength of their relationship. The concept of tie strength (Granovetter, 1973; Gatignon and Robertson, 1986) contributes to explain the different impacts of word-of-mouth referrals depending on the kind of the dyad (Bristor, 1990; Wirtz and Chew, 2002). A number of authors claim that tie-strength has an influence on perceived credibility (e.g., Bansal and Voyer, 2000; Brown and Reingen, 1987) because stronger ties lead to increasing trust in the other, emotional attachment, and intimacy (Gatignon and Robertson, 1986) or the anticipation of more severe negative consequences in
3 Page 3 of 8 ANZMAC 2009 case that trust is betrayed. Therefore, it may be assumed that senders of WOM in strong-tie relationships are perceived as more credible than senders in weak-tie relationships. Researchers have analysed whether targeting strong ties in the context of a referral campaign is more effective than targeting weak ties. While Wirtz and Chew (2002) suggest to use strong ties because of their stronger influence on the recipient, Ryu and Feick (2007) voice the concern that providers should not pay for referrals in strong ties as these occur naturally anyway: helping is its own reward (p. 86). Hence, referral rewards do not increase referral probability in strong-tie dyads because of the higher social cost of referrals in strong-tie relationships (Ryu and Feick, 2007). Senders in strong-tie dyads might also be more concerned about their credibility. Weak ties seem to be more responsive to referral incentives (Godes and Mayzlin, 2004; Ryu and Feick, 2007), but their influence on the recipient is weaker and might be reduced even more if the fact that a reward was paid had a negative influence on sender credibility. This reasoning leads to the following set of hypotheses: H1: Recipients in strong-tie dyads perceive the sender as more credible than recipients in weak-tie dyads independent of the referral being paid for or not. Whether the sender is perceived as knowledgeable about the referred service should not be influenced by the fact that he or she received payment for the referral and should also not vary between different strengths of relationships. In order to be able to test this, we hypothesise H2: The degree of competence ascribed to the sender by the recipient varies between paid and non-paid referrals as well as regarding different tie-strengths. Our focal hypothesis is that H3: In presence of payment for the referral, recipients will perceive the sender as less credible compared to situations with no payment for the referral independent of tiestrength. In combination with a rejection of Hypothesis 2, this would mean that the expected decrease in perceived credibility is caused by the second dimension of credibility, trustworthiness. If it is assumed that the sender s commitment to the recipient is less pronounced in a weak-tie dyad compared to a strong-tie dyad, a payment for a referral undermines trustworthiness of a strong-tie source more severely. Therefore, our last Hypothesis 4 deals with the moderating effect of tie-strength on the relationship between payment of referrals and sender credibility: H4: In case that the referral is paid for, the recipient will perceive the sender as less credible in a weak-tie relationship compared to a strong-tie relationship. The Experimental Study To establish a causal relationship between receiving paid or non-paid referrals and perceived sender credibility, we chose a post-test-only control group between-subjects design (Campbell and Stanley, 1963) using a student sample. In total, 192 students from three German public universities participated in the final study. However, we excluded 8 questionnaires from further analysis due to their incomplete data, leading to a net sample of 184. We manipulated the independent variable payment (P 0 = no payment; P 1 = payment) and the independent variable tie strength (TS 0 = weak tie; TS 1 = strong tie). The independent variables were manipulated using four different scenarios. All groups were completely randomised. All subjects received a similar description of a social encounter they had with
4 ANZMAC 2009 Page 4 of 8 another student during which they coincidently talked about cellular telecommunications providers. We use cellular telecommunication service as the setting for this study, because the sample population is familiar with this service category and it has successfully been used in other studies investigating WOM (Ryu and Feick, 2007; Wirtz and Chew, 2002). The familiarity requirement is fulfilled; 100 percent of subjects owned a cellular phone. The subjects were told that they were customers of a telecommunications provider, that their contract was about to expire, and that they considered switching to a new provider. The fellow student recommended switching to his provider MobileStar and to choose the student tariff Student@Star. The variable payment was manipulated by telling respondents that, at the end of their conversation, the fellow student told the subject about the service provider s customer referral campaign and that he asked the subject to name him as a referrer in case of choosing the provider (P 1 ). In respondent group P 0, this part of the conversation was left out. Giving subjects different amounts of information leads to the risk that differences in the dependent measures between the experimental and control groups are to be attributed to additional proattitudinal information in the experimental group (Aronson et al., 1990). However, we had to keep the scenario realistic and designed it to resemble a naturally occurring word of mouthsituation. Furthermore, adding information to the scenario might not only manipulate perceived credibility, but also other unobserved variables. The variable tie strength was manipulated by describing different relationships that the subjects have with the fellow student they met in class. In scenario TS 0, respondents were asked to think of one of their distant acquaintances whom they had not had contact with for some time. In scenario TS 1, they were to think of the student as one of their closest friends whom they would be happy to see. This differentiation is based on Granovetter (1973) who suggests good friends and distant acquaintances as equivalents to strong ties and weak ties. In order to make sure that respondents could imagine the indicated situation vividly and realistically, they were asked to identify the good friend or distant acquaintance they were thinking of by noting the person s initials in the questionnaire. Measurement of the dependent variable, and the constructs for manipulation checks was based on established scales, which partly had to be adapted for the present study. Perceived sender credibility was measured using items suggested by Ohanian (1990). The different dimensions of the construct were measured using a semantic differential based on five items for each dimension of credibility. Perceived credibility was calculated as the arithmetic mean of the sub-scales for competence and trustworthiness. All items were measured on sevenpoint scales (see Table 1 for the items included in the study).
5 Page 5 of 8 ANZMAC 2009 Table 1: Construct Measures Item 1) Manipulation check payment I think that my acquaintance friend will receive an incentive from his provider if he refers me as a customer. 2) Manipulation check tie strength I am very close to him. I spend some free time socialising with him. I would perform a large favour for him for instance help him move. I would share personal confidences with him. 4a) Perceived credibility of sender: Dimension "trustworthiness" trustworthy not trustworthy honest dishonest reliable unreliable genuine ungenuine dependable undependable 4b) Perceived credibility of sender: Dimension "competence" knowledgeable not knowledgeable experienced not experienced qualified unqualified capable incapable expert no expert Reference self designed Frenzen and Nakamoto, 1993, p Ohanian, 1990, p. 50. Ohanian, 1990, p. 50. Results First, we assess the convergent validity for the construct measures for tie strength, trustworthiness (first dimension of credibility) and competence (second dimension of credibility) using factor loadings (all.81), factor reliability (all.84), and average variance extracted (all.77). Second, we test the proposed hypotheses. We use a 2 (payment) x 2 (tie strength) ANOVA with perceived sender credibility as dependent variable. Means and standard deviations of the dependent variable are listed in Table 2, sorted by step combination of factors. We can show a significant main effect of tie strength on perceived sender credibility (F-test: F(132,1) = 9.3, p =.003; t-test: t(66) = -3.0, p =.004), indicating that, within strong-tie dyads, recipients regard senders as more trustworthy than in weak-tie dyads, independent of the referral being paid for or not. This supports Hypothesis 1. Hypothesis 2 is tested in a separate 2 (payment) x 2 (tie strength) ANOVA with competence as dependent variable. Neither main effects of factors, nor interaction effect are significant [F-tests: tie strength: (F(132,1) = 3.2, p =.08), payment: (F(132,1) =.32, p =.58), interaction: (F(132,1) = 3.65, p =.58); t-tests: tie strength: (t(66) = -1.78, p =.08), payment: (t(66) = -0.55, p =.58)], leading to rejection of Hypothesis 2. Perceived sender competence is not influenced by the presence of payment or tie-strength. However, there is clear support for a main effect of payment on credibility, leading to support of Hypothesis 3 [F-test: (F(132,1) = 7.6, p =.007); t-test payment: (t(66) = 2.7, p =.009)]. If recipients perceive that the sender is being paid for the referral, sender credibility is reduced independent of tie-strength. The interaction effect presumed in Hypothesis 4 is not supported by the data, though (F-test: F(132,1) = 1.5, p =.22). This means that regarding a paid referral, acquaintances are not more prone to lose in credibility than close friends.
6 ANZMAC 2009 Page 6 of 8 Table 2: Means (and Standard Deviations) of Dependent Variable Payment Tie strength present not present strong weak credibility 5.00 (0.74) 4.63 (0.88) 4.61 (0.75) 5.02 (0.86) Payment not present Payment present weak-tie strong-tie weak-tie strong-tie credibility 4.88 (0.70) 5.13 (0.77) 4.33 (0.71) 4.92 (0.94) Note: all items measured on 7-point, bi-polar scales. The higher the value, the higher sender credibility. N = 66 in upper half of table, n= 33 in lower half of table. Discussion and Implications To our knowledge, this study is the first to theoretically analyse and empirically confirm the effect of paid WOM on sender credibility as perceived by the recipient of the referral. Unlike most approaches in services marketing literature, our study focuses on the effects of WOM on the recipient s view of the sender. The most important finding of our study is that paying for WOM may decrease its overall effectiveness because credibility of this form of communication decreases. Given that credibility is deemed one of the main factors explaining the power of WOM, this finding helps in gauging customer referral campaigns. The effect seems to be reduced to the trustworthiness component of credibility, though. The strength of the relationship does not impact the loss in credibility, meaning that all kinds of sender receiver relationships may be negatively affected by the payment for the referral. Managers should be aware of this potential social side effect of using customers communication behaviour for corporate means. Referral campaigns that build on affective loyalty of the provider s satisfied customers as an intrinsic motivation, and not on monetary referral incentives, might circumvent the credibility loss. Limitations and Further Research Opportunities Although we ensure that the student participants are familiar with the service category, some disadvantages result from using a student sample; for example, students might feature attitudes and behaviours that are not representative of customers in general. Moreover, replicating the study in other service or product settings that feature search qualities would be interesting because trustworthiness of a referral might be less important if product or service qualities can be ascertained prior to purchase. Furthermore, other referral incentives besides monetary ones should be investigated. In case that the reward is intangible such as a thank you-note from the provider, decreased or no loss in sender credibility might result. It is also likely that the actual amount paid determines whether sender credibility is affected negatively. Including (perceived) personality variables of sender and recipient in future studies would be interesting and might clarify whether paid referrals have an identical credibility effect on everyone. Finally, additional studies should evaluate whether the decrease in credibility has an impact on actual consumer behaviour and financial consequences for a service provider. These additional insights could further advance the evolution of WOM as a marketing tool.
7 Page 7 of 8 ANZMAC 2009 References Arndt, J., Word of Mouth Advertising. A Review of the Literature. New York. Aronson, E., Ellsworth, P.C., Carlsmith, J.M., Gonzales, M.H., Methods of Research in Psychology. New York. Bansal, H.S., Voyer, P.A., Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research, 3 (11), Bristor, J.M., Enhanced Explanations of Word of Mouth Communications: The Power of Relationships. In: Hirschman, E.C. (Eds.), Research in Consumer Behavior, London, pp Brown, J.J., Reingen, P.H., Social Ties and Word-of-Mouth Referral Behavior. Journal of Consumer Research, 14 (3), Campbell, D.T., Stanley, J.C., Experimental and Quasi-Experimental Designs for Research. Chicago. Gatignon, H., Robertson, T.S., An Exchange Theory Model of Interpersonal Communication. Advances in Consumer Research, 13, Godes, D., Mayzlin, D., Firm-Created Word-of-Mouth Communication: A Field-Based Quasi-Experiment. HBS Marketing Research Paper No , Boston. Granovetter, M.S., The Strength of Weak Ties. American Journal of Sociology, 78, (6), Harrison-Walker, L.-J., The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research, 4 (8), Haywood, K.M., Managing Word-of-Mouth Communication. Journal of Services Marketing, 3 (Spring),
8 ANZMAC 2009 Page 8 of 8 Helm, S., Calculating the Value of Customers Referrals. Managing Service Quality, 13, Hovland, C.I., Janis, I.L., Kelley, H.H., Communication and Persuasion Psychological Studies of Opinion Change, 13. ed., New Haven/London. Lynch, J. Jr., Theory and External Validity. Journal of the Academy of Marketing Science, 27 (Summer), McGuire, W.J., Attitude and Attitude Change. In: Lindzey, G., Aronson, E. (Eds.), Handbook of Social Psychology, Vol. 2, 3. ed., New York, pp Ohanian, R., Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19 (3), Oliver, R., Satisfaction. A Behavioral Perspective on the Consumer. New York.. Ryu, G., Feick, L.F., A Penny for Your Thoughts. Referral Reward Programs and Referral Likelihood. Journal of Marketing, 71 (1), Wangenheim, F., Bayón, T., The Chain from Customer Satisfaction Via Word-of- Mouth Referrals to New Customer Acquisition. Journal of the Academy of Marketing Science, 35 (Summer), Wirtz, J., Chew, P., The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour. International Journal of Service Industry Marketing, 13, (2),
Receiver Responses to Rewarded Referrals: The Motive Inferences Framework. Science
Receiver Responses to Rewarded Referrals: The Motive Inferences Framework Manuscript conditionally accepted for publication at the Journal of the Academy of Marketing Science Keywords: Word of Mouth, Referral,
More informationWord of mouth (WOM), at one time viewed as a
Gangseog Ryu & Lawrence Feick A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood Because referral reward programs reward existing customers and build the customer base, firms use
More informationThe Effect of E-WOM Presentation Order on Consumer Attitude:The Moderating Role of E- WOM Sources
Association for Information Systems AIS Electronic Library (AISeL) WHICEB 2014 Proceedings Wuhan International Conference on e-business Summer 6-1-2014 The Effect of E-WOM Presentation Order on Consumer
More informationAn Empirical Study on the Influence of Perceived Credibility of Online Consumer Reviews
An Empirical Study on the Influence of Perceived Credibility of Online Consumer Reviews GUO Guoqing 1, CHEN Kai 2, HE Fei 3 1. School of Business, Renmin University of China, 100872 2. School of Economics
More informationHow do online reviews affect purchasing intention?
African Journal of Business Management Vol.3 (10), pp. 576-581, October 2009 Available online at http://www.academicjournals.org/ajbm DOI: 10.5897/AJBM09.204 ISSN 1993-8233 2009 Academic Journals Full
More informationDeveloping a Model of Social Relation Support for Online Reputation Systems
Developing a Model of Social Relation Support for Online Reputation Systems Fereshteh Ghazizadeh Ehsaei, Ab. Razak Che Hussin, and Mohammadali Kianian Abstract In an online environment, the aim of reputation
More informationCOMPARISONS OF CUSTOMER LOYALTY: PUBLIC & PRIVATE INSURANCE COMPANIES.
277 CHAPTER VI COMPARISONS OF CUSTOMER LOYALTY: PUBLIC & PRIVATE INSURANCE COMPANIES. This chapter contains a full discussion of customer loyalty comparisons between private and public insurance companies
More informationImpact of Customer Relationship Management of Hotel (A Case study Umaid Bhwan)
Impact of Customer Relationship Management of Hotel (A Case study Umaid Bhwan) Dr. Tauseef Ahmad Jai Narain Vays University Department of accounting Dr. Omar A.A. Jawabreh Department of Tourism and Hotels
More informationMODELING ELECTRONIC WORD OF MOUTH AND COMPLAINT BEHAVIOR FOR ELECTRONIC CRM SYSTEMS
MODELING ELECTRONIC WORD OF MOUTH AND COMPLAINT BEHAVIOR FOR ELECTRONIC CRM SYSTEMS Charles V. Trappey, National Chiao Tung University, Taiwan trappey@faculty.nctu.edu.tw Conna Yang, National Chiao Tung
More informationINITIAL TRUST, PERCEIVED RISK, AND THE ADOPTION OF INTERNET BANKING
INITIAL TRUST, PERCEIVED RISK, AND THE ADOPTION OF INTERNET BANKING Kyu Kim University of Cincinnati U.S.A. Inha University Korea Bipin Prabhakar University of Cincinnati U.S.A. Abstract Studies on the
More informationPerceived Corporate Reputation and Consumer Satisfaction: An Experimental Exploration of Causal Relationships
Perceived Corporate Reputation and Consumer Satisfaction: An Experimental Exploration of Causal Relationships Sabrina Helm, Julia Spelsiek, Witten/Herdecke University Ina Garnefeld, University of Paderborn
More informationRecruiting Customers through Referral Programs: Escaping the Incentive Dilemma by Increasing Self-Efficacy?
Recruiting Customers through Referral Programs: Escaping the Incentive Dilemma by Increasing Self-Efficacy? Pauline de Pechpeyrou Assistant Professor Université Paris Ouest Nanterre La Défense CEROS 200
More informationIntern. J. of Research in Marketing
IJRM-01002; No of Pages 10 Intern. J. of Research in Marketing xxx (2013) xxx xxx Contents lists available at ScienceDirect Intern. J. of Research in Marketing journal homepage: www.elsevier.com/locate/ijresmar
More informationThe Effect of Virtual Community Participation on Online Purchase Intention: A Conceptual Model
The Effect of Virtual Community Participation on Online Purchase Intention: A Conceptual Model Hazliza Haron, Mohammed A. Razzaque, The University of New South Wales Abstract Online social networking refers
More informationCustomer Relationship Strategies: The Study on Customer Perspectives
International Journal of Business and Social Science Vol. 3 No. 15; August 2012 Customer Relationship Strategies: The Study on Customer Perspectives ML. Saviga Unhanandana Associate Professor Chulalongkorn
More informationEye-contact in Multipoint Videoconferencing
Eye-contact in Multipoint Videoconferencing Birgit Quante and Lothar Mühlbach Heinrich-Hertz-Institut für Nachrichtentechnik Berlin GmbH (HHI) Einsteinufer 37, D-15087 Berlin, Germany, http://www.hhi.de/
More informationMAGNT Research Report (ISSN. 1444-8939) Vol.2 (Special Issue) PP: 213-220
Studying the Factors Influencing the Relational Behaviors of Sales Department Staff (Case Study: The Companies Distributing Medicine, Food and Hygienic and Cosmetic Products in Arak City) Aram Haghdin
More informationDoes Trust Matter to Develop Customer Loyalty in Online Business?
Does Trust Matter to Develop Customer Loyalty in Online Business? Pattarawan Prasarnphanich, Ph.D. Department of Information Systems, City University of Hong Kong Email: pprasarn@cityu.edu.hk Abstract
More informationThe influence of electronic customer to customer interaction on customer loyalty Xue jing1,a and Xuewei2,b
3rd International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2015) The influence of electronic customer to customer interaction on customer loyalty Xue jing1,a and
More informationPedagogy and Motivation in Introductory Accounting Courses
Pedagogy and Motivation in Introductory Accounting Courses Abstract: Motivation is an integral part of the learning process.most studies in accounting that examine the effect of motivation in student learning
More informationWhat motivates consumers to review a product online? A study of the product-specific antecedents of online movie reviews
What motivates consumers to review a product online? A study of the product-specific antecedents of online movie reviews Chrysanthos Dellarocas Ritu Narayan cdell@rhsmith.umd.edu rnarayan@rhsmith.umd.edu
More informationIJMT Volume 2, Issue 9 ISSN: 2249-1058
Business Profitability Through Customer Loyality and Satisfaction in India with Special Reference to Dehradun (Uttarakhand) Vikas Agarwal* Ajay Chaurasia** Prateek Negi** Abstract This research paper s
More informationElectronic word of mouth The effects of incentives on e-referrals by senders and receivers
The current issue and full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm EJM 47,7 1034 Received 1 November 2011 Revised 16 April 2012 Accepted 11 June 2012 Electronic
More informationDonate for Credibility: How Contribution Incentives Can Improve Credibility
Donate for Credibility: How Contribution Incentives Can Improve Credibility Gary Hsieh Michigan State University Scott E. Hudson, Robert E. Kraut Carnegie Mellon University ABSTRACT This study explores
More informationInteraction Effects among Signals of Quality and their Use in E-Commerce Tourism Services.
Interaction Effects among Signals of Quality and their Use in E-Commerce Tourism Services. Purpose Pre-Purchase evaluations for services are accompanied by a higher degree of uncertainty than purchase
More informationin nigerian companies.
Information Management 167 in nigerian companies. Idris, Adekunle. A. Abstract: Keywords: Relationship Marketing, Customer loyalty, Customer Service, Relationship Marketing Strategy and Nigeria. Introduction
More informationPERSONALITY FACETS AND CUSTOMER LOYALTY IN ONLINE GAMES
PERSONALITY FACETS AND CUSTOMER LOYALTY IN ONLINE GAMES Ching-I Teng 1 and Yun-Jung Chen 2 Department of Business Administration, Chang Gung University, Taiwan 1 chingit@mail.cgu.edu.tw; 2 dinos1910@yahoo.com.tw
More informationOnline Reviews: Do Consumers Use Them? Patrali Chatterjee. Faculty of Management Rutgers University Newark, NJ 07102-1897
Please cite as: Chatterjee, Patrali (2001), Online Reviews Do Consumers Use Them?" ACR 2001 Proceedings, eds. M. C. Gilly and J. Myers-Levy, Provo, UT: Association for Consumer Research, 129-134. Online
More informationThe Impact of Extrinsic and Intrinsic Rewards on Referral Strength in a Professional Service Context
The Impact of Extrinsic and Intrinsic Rewards on Referral Strength in a Professional Service Context Angela R. Dobele, Christopher White, Minh Phuong Doan, Tim Fry, RMIT University Abstract The purpose
More informationExploring the Antecedents of Electronic Service Acceptance: Evidence from Internet Securities Trading
Exploring the Antecedents of Electronic Service Acceptance: Evidence from Internet Securities Trading Siriluck Rotchanakitumnuai Department of Management Information Systems Faculty of Commerce and Accountancy
More informationStrategy to maximize Mobile Advertising Effect in Smart Environment: Focused on DuCoffe model and TAM
Strategy to maximize Mobile Advertising Effect in Smart Environment: Focused on DuCoffe model and TAM Yong Beom Kim¹, Yongik Yoon², Yongwon Kim³ and Bong Gyou Lee 4 * 1 Korea Polytechnic University, 2
More informationSanne Stricker 5877458. Master thesis 1 June 2011. University of Amsterdam MSc Business Studies. Faculty of Economics and Business Marketing track
Sanne Stricker 5877458 Master thesis 1 June 2011 University of Amsterdam MSc Business Studies Faculty of Economics and Business Marketing track Supervisor MSc H.H. Lee Second reader Dr. W.M. van Dolen
More informationCopyright subsists in all papers and content posted on this site.
Student First Name: Raed Student Second Name: Algharabat Copyright subsists in all papers and content posted on this site. Further copying or distribution by any means without prior permission is prohibited,
More informationSport Celebrity Influence on Young Adult Consumers. Keywords: Advertising, Execution, Strategy, Celebrity
Page 1 of 9 ANZMAC 2009 Sport Celebrity Influence on Young Adult Consumers Steve Dix, Curtin University of Technology Email: Steve.Dix@cbs.curtin.edu.au The paper investigates how sports celebrities can
More informationSEM Analysis of the Impact of Knowledge Management, Total Quality Management and Innovation on Organizational Performance
2015, TextRoad Publication ISSN: 2090-4274 Journal of Applied Environmental and Biological Sciences www.textroad.com SEM Analysis of the Impact of Knowledge Management, Total Quality Management and Innovation
More informationService quality: beyond cognitive assessment Bo Edvardsson Service Research Center, Karlstad University, Karlstad, Sweden
The Emerald Research Register for this journal is available at wwwemeraldinsightcom/researchregister The current issue and full text archive of this journal is available at wwwemeraldinsightcom/0960-4529htm
More informationTEEN REACTIONS TO ANTI-DRINK DRIVING FEAR APPEALS. Nicky Shore Lever-Rexona, Sydney. Brendan J. Gray University of Otago. Abstract
TEEN REACTIONS TO ANTI-DRINK DRIVING FEAR APPEALS Nicky Shore Lever-Rexona, Sydney Brendan J. Gray University of Otago Abstract The use of a graphic imagery in road safety advertising has become commonplace.
More informationThe Effect of Perceived Value on Customer Loyalty in a Low-Priced Cosmetic Brand of South Korea: The Moderating Effect of Gender
, pp.40-44 http://dx.doi.org/10.14257/astl.2015.114.08 The Effect of Perceived Value on Customer Loyalty in a Low-Priced Cosmetic Brand of South Korea: The Moderating Effect of Gender Ki-Han Chung 1, Ji-Eun
More informationThe Importance of Trust in Relationship Marketing and the Impact of Self Service Technologies
The Importance of Trust in Relationship Marketing and the Impact of Self Service Technologies Raechel Johns, University of Canberra Bruce Perrott, University of Technology, Sydney Abstract Technology has
More informationLeader s Interpersonal Skills and Its Effectiveness at different Levels of Management
International Journal of Business and Social Science Vol. 3 No. 4 [Special Issue - February 2012] Leader s Interpersonal Skills and Its Effectiveness at different Levels of Management Aamir Khan Dr. Wisal
More informationThe Relationship of E-CRM, Customer Satisfaction and Customer Loyalty. The Moderating Role of Anxiety
Middle-East Journal of Scientific Research 16 (4): 531-535, 2013 ISSN 1990-9233 IDOSI Publications, 2013 DOI: 10.5829/idosi.mejsr.2013.16.04.11568 The Relationship of E-CRM, Customer Satisfaction and Customer
More informationAdoption of Cellular Phone Technology in Urban Pakistan: A Diffusion of Innovation Approach
Pakistan Journal of Social Sciences (PJSS) Vol. 29, No. 2 (December 2009), pp. 377-386 Adoption of Cellular Phone Technology in Urban Pakistan: A Diffusion of Innovation Approach Muhammad Ashraf Khan Chairman,
More informationThe Online Banking Usage in Indonesia: An Empirical Study
DOI: 10.7763/IPEDR. 2012. V54. 19 The Online Banking Usage in Indonesia: An Empirical Study Sulistyo Budi Utomo 1 + 1 Indonesia School of Economics (STIESIA) Surabaya Abstract. Many Indonesian banks have
More informationThe Effect of Switching Barriers on Customer Retention in Korean Mobile Telecommunication Services
The Effect of Switching Barriers on Customer Retention in Korean Mobile Telecommunication Services Moon-Koo Kim*, Jong-Hyun Park*, Myeong-Cheol Park** *Electronics and Telecommunications Research Institute,
More informationEvaluating a Fatigue Management Training Program For Coaches
Evaluating a fatigue management training program for coach drivers. M. Anthony Machin University of Southern Queensland Abstract A nonprescriptive fatigue management training program was developed that
More informationTargeted Advertising and Consumer Privacy Concerns Experimental Studies in an Internet Context
TECHNISCHE UNIVERSITAT MUNCHEN Lehrstuhl fur Betriebswirtschaftslehre - Dienstleistungsund Technologiemarketing Targeted Advertising and Consumer Privacy Concerns Experimental Studies in an Internet Context
More informationIntern. J. of Research in Marketing
Intern. J. of Research in Marketing 25 (2008) 151 163 Contents lists available at ScienceDirect Intern. J. of Research in Marketing journal homepage: www.elsevier.com/locate/ijresmar A multi-stage model
More informationDOCTOR OF PHILOSOPHY IN BUSINESS BBA 920: ECONOMIC ANALYSIS FOR BUSINESS DECISIONS. Course Description
DOCTOR OF PHILOSOPHY IN BUSINESS BBA 920: ECONOMIC ANALYSIS FOR BUSINESS DECISIONS Basic concepts and techniques of microeconomic analysis; Utility and demand; Theory of Production and costs; Market structures
More informationWHEN BRANDS GET PERSONAL IN ONLINE CHATTER: THE EFFECTS OF SELF-DISCLOSURE AND ANTHROPOMORPHISM ON CONSUMER BRAND RELATIONSHIPS
WHEN BRANDS GET PERSONAL IN ONLINE CHATTER: THE EFFECTS OF SELF-DISCLOSURE AND ANTHROPOMORPHISM ON CONSUMER BRAND RELATIONSHIPS HUANG LI DOCTOR OF PHILOSOPHY CITY UNIVERSITY OF HONG KONG SEPTEMBER 2013
More informationTrust, Job Satisfaction, Organizational Commitment, and the Volunteer s Psychological Contract
Trust, Job Satisfaction, Commitment, and the Volunteer s Psychological Contract Becky J. Starnes, Ph.D. Austin Peay State University Clarksville, Tennessee, USA starnesb@apsu.edu Abstract Studies indicate
More informationThe Extent to Which Human Resources Managers in the Kuwaiti Insurance Sector Perceived the Modern Roles Human Resources Management
The Extent to Which Human Resources Managers in the Kuwaiti Insurance Sector Perceived the Modern Roles Human Resources Management Abstract Dr. Salah A. Alabduljader Assistant Professor, Department of
More informationAPPLYING HIERCARCHIAL SERVICE QUALITY MODEL IN MEASURING MOBILE PHONE SERVICE QUALITY IN ALGERIA
APPLYING HIERCARCHIAL SERVICE QUALITY MODEL IN MEASURING MOBILE PHONE SERVICE QUALITY IN ALGERIA Mr Ameur Bensalem 1, Dr Rahima Houalef 2 1. University Assistant Lecturer, The University of Bechar, Bechar,
More informationMiracle Integrating Knowledge Management and Business Intelligence
ALLGEMEINE FORST UND JAGDZEITUNG (ISSN: 0002-5852) Available online www.sauerlander-verlag.com/ Miracle Integrating Knowledge Management and Business Intelligence Nursel van der Haas Technical University
More informationPerformance Appraisal and it s Effectiveness in Modern Business Scenarios
Performance Appraisal and it s Effectiveness in Modern Business Scenarios Punam Singh* *Assistant Professor, Department of Social Work, Sardar Patel University, Vallabh Vidhyanagar, Anand, Gujarat, INDIA.
More informationMANAGING THE RELATIONSHIP: DOES TRUST LEAD TO COOPERATION? Jane Roberts and Bill Merrilees Griffith University
MANAGING THE RELATIONSHIP: DOES TRUST LEAD TO COOPERATION? Jane Roberts and Bill Merrilees Griffith University Track: Market Orientation and Relationship Marketing ABSTRACT This paper examines the relationship
More informationDeterminants of Customers' Satisfaction for Stock Broking Services - An Empirical Analysis
Pacific Business Review International Volume 5 Issue 7 (January 2013) 74 Determinants of Customers' Satisfaction for Stock Broking Services - An Empirical Analysis Dr Rajeev K Shukla*, Dr Ajit Upadhyaya**
More informationExploring the Use of E-CRM Elements and Effective Website Design as Tools for Reducing Consumer Post-Purchase Cognitive Dissonance
Exploring the Use of E-CRM Elements and Effective Website Design as Tools for Reducing Consumer Post-Purchase Cognitive Dissonance Abstract Paul W. Clark Indiana State University Neel Das Appalachian State
More informationSERVICE QUALITY DIMENSION COMPARISON BETWEEN PUBLIC AND PRIVATE LIFE INSURANCE COMPANIES
MADRAS UNIVERSITY JOURNAL OF BUSINESS AND FINANCE ISSN: 2320-5857 Refereed, Peer-reviewed and Bi-annual Journal from the Department of Commerce Vol. 2 No. 1 January 2014 Pp. 63-68 www.journal.unom.ac.in
More informationOnline International Interdisciplinary Research Journal, {Bi-Monthly}, ISSN 2249-9598, Volume-V, May 2015 Special Issue
A Study of Organizational Commitment of Teacher Educators in Relation To Their Perception of total Quality Management a Asha. J. Patil, b Noorjehan N. Ganihar a Assistant Professor Vijayanagar College
More informationEXAMINING THE EFFECTS OF PERCEIVED WEB INNOVATIVENESS IN E-RETAILING
EXAMINING THE EFFECTS OF PERCEIVED WEB INNOVATIVENESS IN E-RETAILING Jamie Carlson, University of Newcastle, Australia, Jamie.carlson@newcastle.edu.au Aron O Cass, University of Newcastle, Australia, Aron.Ocass@newcastle.edu.au
More informationOnline Customer Experience
Online Customer Experience What is the experience and how is it difference for frequent and infrequent purchasers, age cohorts and gender groups? Prepared by Jillian Martin and Gary Mortimer for Coles
More informationCustomer Relationship Management in Indian Life Insurance Sector
Customer Relationship Management in Indian Life Insurance Sector Ashraf Imam Research Scholar, Department of Commerce- Aligarh Muslim University, Aligarh. Abstract Customer relationship management is an
More informationResearch Note: Venture Capitalists' Investment Criteria: A Replication
The Journal of Entrepreneurial Finance Volume 3 Issue 1 Fall 1993 Article 3 December 1993 Research Note: Venture Capitalists' Investment Criteria: A Replication Vance H. Fried Oklahoma State University
More informationSWITCHING TENDENCIES OF CONSUMERS OF MOBILE PHONE SERVICES IN MADURAI DISTRICT
SWITCHING TENDENCIES OF CONSUMERS OF MOBILE PHONE SERVICES IN MADURAI DISTRICT Abstract Dr. A. Shabinullah khan 1 Dr. A. Abbas manthiri 2 India as Asia s third largest economy, is adding at least one million
More informationDesigning Effective Web Sites: How Academic Research Influences Practice
doi:10.2498/iti.2012.0487 Designing Effective Web Sites: How Academic Research Influences Practice Joseph S. Valacich Eller College of Management, The University of Arizona Tucson, Arizona, USA E-mail:
More informationAd-Hoc Committee on Academic Integrity. Survey Summary Report
Ad-Hoc Committee on Academic Integrity Survey Summary Report Presented at the UAA Faculty Senate Retreat 24 August 2011 CONTENTS I. Methodology II. Perceptions of Academically Dishonest Behaviors Table
More informationTHE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS BUYING DECISION AND PERCEIVED RISK ASSESSMENT
THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS BUYING DECISION AND PERCEIVED RISK ASSESSMENT Lecturer PhD Ovidiu I. MOISESCU Babeş-Bolyai University of Cluj-Napoca Abstract: Brand awareness, as one of
More informationWhat is the psychological contract and does it matter?
What is the psychological contract and does it matter? Neil Conway Birkbeck University of London 1 Contents 1. Importance of the psychological contract 2. Defining the PC 3. History of the term 4. Strengths
More informationThe Influences of Perceived Value on Consumer Purchase Intention: The Moderating Effect of Advertising Endorser
The Influences of Perceived Value on Consumer Purchase Intention: The Moderating Effect of Advertising Endorser Dr. Hsinkuang Chi, Nanhua University, Taiwan Dr. Huery Ren Yeh, Shih Chien University, Kaohsiung,
More informationBUILDING CUSTOMER LOYALTY AS THE BASIS FOR THE STABILIZATION OF RELATIONSHIPS IN THE SUPPLY CHAIN. BRANSKA Lenka, PECINOVA Zuzana, LOSTAKOVA Hana
BUILDING CUSTOMER LOYALTY AS THE BASIS FOR THE STABILIZATION OF RELATIONSHIPS IN THE SUPPLY CHAIN BRANSKA Lenka, PECINOVA Zuzana, LOSTAKOVA Hana University of Pardubice, Faculty of Chemical Technology,
More informationImportance of Online Product Reviews from a Consumer s Perspective
Advances in Economics and Business 1(1): 1-5, 2013 DOI: 10.13189/aeb.2013.010101 http://www.hrpub.org Importance of Online Product Reviews from a Consumer s Perspective Georg Lackermair 1,2, Daniel Kailer
More information1.1 Motivation and positioning of the study
1 1 Introduction The strategic situation of most companies is constituted by an intense national as well as international competition. Due to the ongoing globalization, companies have to fight globally
More informationDeterminants of Customer Loyalty: An Exploratory Investigation on Relational Benefits in the Context of Customer Club
Page 1 of 8 ANZMAC 2009 Determinants of Customer Loyalty: An Exploratory Investigation on Relational Benefits in the Context of Customer Club Kevin Siu-lung Yu*, University of South Australia, Kevin.yu@frieslandcampina.com
More informationHR Maintenance: A Vital Factor to Promote Job Commitment
Abstract HR Maintenance: A Vital Factor to Promote Job Commitment Malikeh Beheshtifar Management Department, Rafsanjan Branch, Islamic AZAD University, Iran Email: m.beheshtifar@yahoo.com Mojtaba Safarian
More informationExploring the Drivers of E-Commerce through the Application of Structural Equation Modeling
Exploring the Drivers of E-Commerce through the Application of Structural Equation Modeling Andre F.G. Castro, Raquel F.Ch. Meneses and Maria R.A. Moreira Faculty of Economics, Universidade do Porto R.Dr.
More informationUNLEASH POTENTIAL THROUGH EFFECTIVE SERVICE QUALITY DETERMINANTS
UNLEASH POTENTIAL THROUGH EFFECTIVE SERVICE QUALITY DETERMINANTS Viruli de Silva ABSTRACT This article is based on a recent research conducted in the Sri Lankan banking sector and it discusses how the
More informationC. Wohlin, "Is Prior Knowledge of a Programming Language Important for Software Quality?", Proceedings 1st International Symposium on Empirical
C. Wohlin, "Is Prior Knowledge of a Programming Language Important for Software Quality?", Proceedings 1st International Symposium on Empirical Software Engineering, pp. 27-36, Nara, Japan, October 2002.
More informationSOCIAL MEDIA - A NEW WAY OF COMMUNICATION
Bulletin of the Transilvania University of Braşov Series V: Economic Sciences Vol. 7 (56) No. 2-2014 SOCIAL MEDIA - A NEW WAY OF COMMUNICATION Alexandra TĂLPĂU 1 Abstract: The Internet has a major impact
More informationWhich competitive advantages can firms really obtain from ISO14001 certification?
Which competitive advantages can firms really obtain from ISO14001 certification? Josefina L. Murillo-Luna; Juan C. Ramón-Solans-Prat University of Zaragoza (SPAIN) jmurillo@unizar.es; steiner@unizar.es
More informationThe Impact of Cause-related Marketing on Nonprofit Organizations
University of Wollongong Research Online Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008 - Proceedings Faculty of Social Sciences 2008 The Impact of Cause-related
More informationVaciado de artículos. Journal of marketing research. -- 2013, v. 50, n. 4, august, p. 489-504
1 Advertising in a competitive market [Texto impreso] : the role of product standards, customer learning and switching costs / Eric T. Anderson and Duncan Simester References: p. 502-503 : 27 refs. Abstract:
More informationEUSA UNIVERSITY CENTRE DEGREE IN ADVERTISING AND PUBLIC RELATIONS SUBJECT DESCRIPTIONS
EUSA UNIVERSITY CENTRE DEGREE IN ADVERTISING AND PUBLIC RELATIONS SUBJECT DESCRIPTIONS FIRST YEAR 1.1 ECONOMICS APPLIED TO ADVERTISING (FB) Introduction to economic analysis. Factors that affect demand
More informationCustomer referral programs (CRPs) defined as
Ina Garnefeld, Andreas Eggert, Sabrina V. Helm, & Stephen S. Tax Growing Existing Customers Revenue Streams Through Customer Referral Programs Customer referral programs are an effective means of customer
More informationMeasuring service quality in city restaurant settings using DINESERV scale
Measuring service quality in city restaurant settings using DINESERV scale SUZANA MARKOVIC Faculty of Tourism and Hospitality Management in Opatija University of Rijeka Primorska 42, pp. 97, 51415 Opatija
More informationDOI: 10.6007/IJARBSS/v3-i12/421 URL: http://dx.doi.org/10.6007/ijarbss/v3-i12/421
Capturing the Factors of Perverse Perception of Employees for Performance Appraisal System: A Case of Broadband Internet Service Providing Companies In Pakistan Wasim Abbas Awan Faculty of Management Sciences,
More informationASIAN JOURNAL OF MANAGEMENT RESEARCH Online Open Access publishing platform for Management Research
Online Open Access publishing platform for Management Research Research Article ISSN 2229 3795 Influence of Non Financial Rewards on Job Satisfaction: A Case Study of Educational Sector of Pakistan Department
More informationRoles of Practitioners and Strategic Planning Practices
Roles of Practitioners and Strategic Planning Practices *** Associate Professor Dr. Kanya Sirisagul Department of Advertising and Public Relations Business Administration Faculty Ramkhamhaeng University
More informationResearch of Female Consumer Behavior in Cosmetics Market Case Study of Female Consumers in Hsinchu Area Taiwan
usiness, 2010, 2, 348-353 doi:10.4236/ib.2010.24045 Published Online December 2010 (http://www.scirp.org/journal/ib) Research of Female Consumer Behavior in Cosmetics Market Case Study of Female Consumers
More informationComponent Wise Comparison of the Degree of Organizational Commitment.
Component Wise Comparison of the Degree of Organizational Commitment. MOHAMMAD TUFAIL Lecturer, AWKUM, Buner Campus. Email: tuphail@yahoo.com NAVEED FAROOQ Assistant Professor, AWKUM, Pabbi Campus Abstract
More informationStatistical Analysis on Relation between Workers Information Security Awareness and the Behaviors in Japan
Statistical Analysis on Relation between Workers Information Security Awareness and the Behaviors in Japan Toshihiko Takemura Kansai University This paper discusses the relationship between information
More informationUNDERSTANDING EXPLORATORY USE
UNDERSTANDING EXPLORATORY USE OF ERP SYSTEMS 1 Rui D. Sousa Terry College of Business University of Georgia rsousa@uga.edu Dale L. Goodhue Terry College of Business University of Georgia dgoodhue@terry.uga.edu
More informationThe Pass-Along Effect: Investigating Word-of-Mouth Effects on Online Survey Procedures
Journal of Computer-Mediated Communication The Pass-Along Effect: Investigating Word-of-Mouth Effects on Online Survey Procedures Andrew T. Norman College of Business and Public Administration Drake University
More informationConceptualising and Modelling Virtual Experience for the Online Retailer: The 3D Technology
Conceptualising and Modelling Virtual Experience for the Online Retailer: The 3D Technology INTRODUCTION Previous studies (e.g., Jiang & Benbasat, 2005; Algharabat & Dennis, 2010 a, b, c) regarding online
More informationImpact of Rationality in Creating Consumer Motivation (A Study of State Life Insurance Corporation Peshawar - Pakistan) Shahzad Khan
(A Study of State Life Insurance Corporation Peshawar - Pakistan) Shahzad Khan Abstract This study primarily attempts to investigate the relationship among the variable to create rational motivation in
More informationWhich Design Is Best?
Which Design Is Best? Which Design Is Best? In Investigation 2-8: Which Design Is Best? students will become more familiar with the four basic epidemiologic study designs, learn to identify several strengths
More informationJanuary 2016. Brand and Campaigns Executive: Information for Candidates
January 2016 Brand and Campaigns Executive: Information for Candidates Thank you for expressing interest in the role of Brand and Campaigns Executive. We have compiled this information pack to tell you
More informationTesting the "Side-Bet Theory" of Organizational Commitment: Some Methodological Considerations
Journal of Applied Psychology 1984, Vol 69. No 3, 372-378 Copyright 1984 by the American Psychological Association, Inc Testing the "Side-Bet Theory" of Organizational Commitment: Some Methodological Considerations
More informationMSc Applied Child Psychology
MSc Applied Child Psychology Module list Modules may include: The Child in Context: Understanding Disability This module aims to challenge understandings of child development that have emerged within the
More informationA PANEL STUDY FOR THE INFLUENTIAL FACTORS OF THE ADOPTION OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
410 International Journal of Electronic Business Management, Vol. 4, No. 5, pp. 410-418 (2006) A PANEL STUDY FOR THE INFLUENTIAL FACTORS OF THE ADOPTION OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM Jan-Yan
More informationCUSTOMER RETENTION STRATEGIES OF TELECOM SERVICE PROVIDERS
CUSTOMER RETENTION STRATEGIES OF TELECOM SERVICE PROVIDERS Abstract: In the 21 st century, the new economy is becoming increasingly customer centric. Customer retention is considered one of the main relationship
More information