Exploring the influence of submission devices on customer referral creation and receiver reactions in customer referral programs
Lukas Wolf,
Lisa‐Marie Klopfer,
Martina Steul‐Fischer
et al.
Abstract:Customer referral programs (CRPs) are considered an effective means of customer acquisition through which firms stimulate existing customers to refer services and products to potential new customers. Digitalization and technological developments have led to the common practice of using digital devices like smartphones or laptops to create and submit customer referrals. This is the first study to investigate the influence of submission devices in CRPs from both the sender's and receiver's perspective. Based on … Show more
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