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| The Effect of Reward Type and Regulatory Focus on Customer Referral Likelihood in Referral Reward Program |
| ZHU Yimin1,YU Hongyan1,2 |
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2. Sun Yat-Sen University
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Abstract This research explores how the reward type (hedonic gift and practical gift) and consumer regulatory focus (promotion-focused and prevention-focused) among the referral reward program influence their referral likelihood. The results reveal that among the referral reward program, for customers with different customer regulatory focuses, they have different referral likelihood. Specifically, compared with prevention-focused customers, promotion-focused customers are more likely to recommend. In addition, reward type and customer regulatory focus have significant interactive effect toward referral likelihood. Compared with practical gift, it is better to give promotion-focused customers hedonic gift to get higher referral likelihood; compared with hedonic gift, when the prevention-focused customers are rewarded by practical gift, they have higher referral likelihood. In the end, this paper provides several suggestions for companies’ referral reward program.
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Received: 17 July 2015
Published: 15 January 2016
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| Fund:;National Nature Science Foundation of China：The study of dynamic transformation of knowledge evolution on strategic entrepreneurship |
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Corresponding Authors:
ZHU Yimin
E-mail: mnszym@mail.sysu.edu.cn
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2016, Vol. 
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