Purpose The purpose of this paper is to investigate how referral reward programs (RRPs) with scarcity messages influence consumer’ recommendation behavioral intentions about a bank credit card. Design/methodology/approach In total, 1,599 consumers are accessed through Amazon’s Mechanical Turk worker panel. The authors use general linear models, analysis of variance and analysis of covariance to test the proposed hypotheses. Findings The results showed that offering RRPs with scarcity messages increases a consumer’s behavioral intentions to recommend. The limited-quantity message in RRPs has the highest positive impact on consumers’ behavioral intentions. Originality/value No prior studies have addressed the relationship between referral rewards and scarcity messages in the bank credit card context. The study contributes to the understanding of the effectiveness of RRPs with scarcity message in improving consumer’s referral.
Purpose The purpose of this paper is to investigate how referral reward programs (RRPs) utilizing scarcity messages influence bank credit holders’ referrals to and adoptions by close or distant friends. Design/methodology/approach A 2×2 experiment is implemented with 760 consumers solicited through Amazon’s Mechanical Turk worker panel. Logit transformation and general linear models are used to test the proposed hypotheses. Findings Results showed that offering RRPs with limited available referrals (quantity scarcity) increases the overall number of referrals to and adoptions by close and distant friends. The percent of strong ties also increases with RRPs. As quantity scarcity is relaxed, the percentages of referrals to and adoptions by close friends decrease. Originality/value The inclusion of tie strength with scarcity framing greatly enhances our understanding of the effectiveness of RRPs for bank credit cards. To the authors’ knowledge, this is the first research attempt on this topic.
PurposeThe purpose of this study is to bridge the gap in literature to examine social support that customers receive from their relationships with frontline service providers in discount stores.Design/methodology/approachIn total, 381 consumers are accessed through an online survey administered by an online research company in South Korea. The authors use the structural equation model (SEM) technique to test the proposed hypotheses.FindingsSocial support (emotional, instrumental, informational and appraisal) significantly influences customer satisfaction in discount stores. In addition, customer satisfaction significantly influences word of mouth (WOM) and purchase intention.Originality/valueVery few studies have addressed the relationship between social support and consumer satisfaction in the discount store industry. This research helps to understand that social support is a basic consideration for customers of discount stores when they are shopping.
Purpose The purpose of this study was to investigate relationships among the experiential value of hotel apps, the cognitive and affective evaluation of hotel apps users, hotel apps users’ satisfaction and their endorsement for the hotel apps. Specifically, this study examined the relationships that enhance hotel guests’ experiences through hotel apps. Design/methodology/approach The measurement items were developed through extensive literature review. This study used a web-based survey to test an integrated model of the experiential value. With a total of 320 usable samples, partial least squares structural equation modeling was carried out to identify key “driver” constructs and validate the proposed model. Findings A significant relationship was found in the playfulness of hotel apps and hotel guests’ cognitive and affective evaluations of the hotel apps, which positively influence hotel guests’ satisfaction and their endorsement for the hotel apps. Hotel apps should create fun and entertainment features in the hotel apps so that the users of hotel apps can be enjoyable during their usage. In addition, providing hotel apps users with time saving and easy use of the hotel apps can affect their satisfaction and endorsement for the hotel apps. Originality/value This study confirmed the positive links among hotel apps users’ experiential value, their cognitive and affective evaluation of the hotel apps, their satisfaction of using the hotel apps and their endorsement for the hotel apps. This study also revealed that hotel apps can be hotels’ effective communication tool that enhances existing and potential customers’ overall experiences.
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