Customer reference marketing: Conceptualization, measurement and link to selling performance

Terho, Harri; Jalkala, Anne

doi:10.1016/j.indmarman.2017.01.005

Cited by 37 publications

(62 citation statements)

References 49 publications

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“…The case illustrated by Terho and Jalkala (2017) on customer reference marketing was one of the two cases selected to demonstrate the applicability of the respondent prequalifying tool and to gain insights regarding its application. The study was based on the growing significance of using customer service references (e.g., customer relationship management (CRM), sales, marketing communications, etc.)…”

Section: Case Study 1: Customer Reference Marketing By Terho and Jalkmentioning

confidence: 99%

“…For the current study, the validity of the respondent prequalifying tool was tested on the survey tool used by Terho and Jalka (2017) to validate the customer reference marketing measures conceptualized from literature and industry practice on customer reference marketing. The original survey was conducted among managers who are familiar with customer reference marketing and are actively working on it in their respective firms.…”

Section: Case Study 1: Customer Reference Marketing By Terho and Jalkmentioning

confidence: 99%

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An Exploration of a Respondent Pre-Qualifying Framework to Increase Response Rates in Social Media Initiated Online Surveys

Basa-Martinez

Cabrera

Dionaldo

et al. 2018

Australasian Marketing Journal

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The use of web-based surveys is currently increasing due to its cost-effectiveness and agility as it provides access to market researchers to web-connected populations who are unlikely to answer through traditional survey methods. However, survey response rates in market research are in general decline and among survey platforms, web-based surveys have the highest rates of non-response. Thus, there is a need to address the declining response rates for web-based surveys particularly unit response rates – the likelihood the respondent would answer the survey. This paper proposes a respondent prequalifying framework that reduces unit non-response rates of web-based non-probabilistic surveys. A checklist of respondent characteristics influencing the likelihood of unit non-response was developed. The framework was then adopted for its applicability by replicating the recruitment phase of two case studies wherein the prequalifying checklist was applied with consideration to the respondent profile requirements of each study. While this paper does not intend to provide robust empirical evidence to the proposed framework, it demonstrates a promising framework that can be used to increase unit non-response rate by comprehensively integrating the pre-qualifying factors in the domain literature and carefully developing such framework to the most plausible direction a web-survey can be implemented. Findings suggest that (1) the proposed respondent prequalifying framework increases the unit response by prequalifying the sample in the recruitment stage, and (2) increasing the threshold value may increase unit response rates with careful consideration to some significant issues such as the weights assigned to the prequalifying factors, the quality of the background information of the respondents in relation to the prequalifying factors, and the sensitivity of the survey topic. The proposed framework is developed with strong theoretical grounding and detailed discussion for its practical use is also provided. The framework benefits market researchers by reducing unit non-response costs and increasing efficiency in social media-based market surveys.

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Section: Case Study 1: Customer Reference Marketing By Terho and Jalkmentioning

confidence: 99%

Section: Case Study 1: Customer Reference Marketing By Terho and Jalkmentioning

confidence: 99%

An Exploration of a Respondent Pre-Qualifying Framework to Increase Response Rates in Social Media Initiated Online Surveys

Basa-Martinez

Cabrera

Dionaldo

et al. 2018

Australasian Marketing Journal

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“…Beberapa penelitian terdahulu menjelaskan bahwa pemasaran memiliki pengaruh positif terhadap kinerja. Strategi pemasaran dapat memengaruhi intensi pengusaha untuk melakukan kegiatan ekspor dikarenakan adanya diferensiasi pemasaran dan efisiensi biaya (Cacciolatti & Lee, 2016;Chari, Balabanis, Robson, & Slater, 2017;Davcik & Sharma, 2016;Marques, Lacerda, Camargo, & Teixeira, 2014;Sari, 2013;Schaupp & Bélanger, 2014;Spanos & Lioukas, 2001;Takata, 2016;Tang, Wang, & Zhang, 2007;Terho & Jalkala, 2016;Wang & Kim, 2017;Yu, Ramanathan, & Nath, 2017). Hal ini dilakukan agar dapat membangun dan mempertahankan hubungan baik dengan konsumen yang dapat memfasilitasi informasi di pasar.…”

Section: Tabel 4 Hasil Uji Korelasi Antarvariabelunclassified

Determinan Kinerja Usaha Mikro, Kecil, Dan Menengah

Hanggraeni

Sulung

Nikmah

et al. 2017

jamal

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litian ini bertujuan untuk mengeksplorasi peran faktor internal dan eksternal terhadap kinerja 164 Usaha Mikro, Kecil, dan Menengah (UMKM) di daerah Depok dan Jakarta. Metode yang digunakan adalah uji korelasi dan diperdalam dengan uji regresi. Penelitian ini menunjukkan bahwa kinerja UMKM dipengaruhi oleh faktor internal yaitu manajemen operasional, pemasaran, dan teknis. Selain itu, situasi industri juga turut memengaruhi kinerja UMKM. Apabila faktor-faktor tersebut diperkuat, hal ini akan meningkatkan posisi UMKM di pasar. Pada sisi lain, faktor tersebut juga meningkatkan keberlangsungan usaha dalam jangka panjang.

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“…Are suppliers’ customer references able to create value for their actual and potential customers? The literature on referencing takes a firm stance on the value that vendors derive from marketing customer references (Godes, 2012; Kilian, Greuling & Hennigs, 2013; Kumar, Petersen & Leone, 2013; Ruokolainen & Aarikka-Stenroos, 2015; Terho & Jalkala, 2017). What is lacking in the literature, however, is empirical work that supports our current understanding of the value of customer references to the potential customer.…”

Section: Introductionmentioning

confidence: 99%

The Value of Customer References to Potential Customers in Business Markets

Morgado¹

2018

Journal of Creating Value

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The literature on referencing takes a firm stance on the value that vendors derive from marketing customer references. What the literature lacks, however, is empirical work that supports our current understanding of the value of customer references to the potential customer. The present exploratory research aims to demonstrate the value of customer references from the perspective of the potential customer. This goal will be achieved by considering a single case study that provides evidence for the value of customer references to potential customers in business markets. Three theoretical propositions emerge as key conceptual contributions: (a) customer references allow buying companies to establish their suppliers' competence, assess the buying decision risk and forecast return on investment; (b) customer references deliver value by helping potential customers to identify new business needs and (c) potential customers benefit from being exposed to customer references insofar as they are sources of organizational learning. This work concludes by presenting recommendations for practitioners who wish to reap the full benefits of customer references.

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Customer reference marketing: Conceptualization, measurement and link to selling performance

Cited by 37 publications

References 49 publications

An Exploration of a Respondent Pre-Qualifying Framework to Increase Response Rates in Social Media Initiated Online Surveys

An Exploration of a Respondent Pre-Qualifying Framework to Increase Response Rates in Social Media Initiated Online Surveys

Determinan Kinerja Usaha Mikro, Kecil, Dan Menengah

The Value of Customer References to Potential Customers in Business Markets

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