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Le recrutement par parrainage : aller au-delà du schéma de récompense

Author

Listed:
  • Patrick Nicholson

    (Faculté de Médecine Henri Warembourg - Université de Lille)

  • Pauline de Pechpeyrou

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

Abstract

Most service providers try to stimulate and control new customers' recruitment through referral programs. If 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 success of such operations firstly relies on the overall quality of customer relationship management and customers' satisfaction.

Suggested Citation

  • Patrick Nicholson & Pauline de Pechpeyrou, 2015. "Le recrutement par parrainage : aller au-delà du schéma de récompense," Post-Print hal-01361458, HAL.
    • Handle: RePEc:hal:journl:hal-01361458
    as

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