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The impact of employee referral programs on referral likelihood and customer purchase intention

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TitleInfo
Title
The impact of employee referral programs on referral likelihood and customer purchase intention
Name (type = personal)
NamePart (type = family)
Hong
NamePart (type = given)
Zhijian
NamePart (type = date)
1979-
DisplayForm
Zhijian Hong
Role
RoleTerm (authority = RULIB)
author
Name (type = personal)
NamePart (type = family)
Yeniyurt
NamePart (type = given)
Sengun
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Sengun Yeniyurt
Affiliation
Advisory Committee
Role
RoleTerm (authority = RULIB)
chair
Name (type = corporate)
NamePart
Rutgers University
Role
RoleTerm (authority = RULIB)
degree grantor
Name (type = corporate)
NamePart
Graduate School - Newark
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school
TypeOfResource
Text
Genre (authority = marcgt)
theses
OriginInfo
DateCreated (qualifier = exact)
2017
DateOther (qualifier = exact); (type = degree)
2017-10
CopyrightDate (encoding = w3cdtf); (qualifier = exact)
2017
Place
PlaceTerm (type = code)
xx
Language
LanguageTerm (authority = ISO639-2b); (type = code)
eng
Abstract (type = abstract)
Customer referral programs, which encourage existing customers to recommend a firm’s product or services in their social network, have become a popular marketing tool. Existing studies have studied various aspects of customer referral programs as a consequence of their practical relevance. However, little research has been conducted on studying a special type of referrals, which made by employees to their social ties, namely employee referrals. Although employee referrals haven been an effective method for acquiring new customers and stimulating employee positive outcomes, it has been neglected in the literature and little guidance can be found to help practitioners design employee referral schemes. To address this research gap, the overall goal of this dissertation is to provide conceptual understanding of the impact of employee referral rewards programs on referral likelihood and its effectiveness on customers’ purchase intension. It is not only of theoretical interest, but also entails managerial implications pertaining to the optimal design of referral programs. Laying on the framework of self-perception theory, identity theory and social identity theory, this dissertation seeks to examine employee recommenders’ motivation and outcomes with different tie strength and referral scheme, as well as the moderating effects of relational framing, and brand strength. Different from previous employee referral studies that are scarce in general, this dissertation investigates the effectiveness of employee referral programs from the perspective of employee recommender and receiver simultaneously. The results indicate that incentives in the referral scheme will affect employee’s referral likelihood and new customer purchase intentions. When no rewards offered, employees are more likely to make recommendations to strong ties who also have higher purchase intention compared to weak ties. With incentives, employees will have higher referral likelihood with strong ties when rewards allocate to the customer, with weak ties when rewards allocate to the employee. In addition, employee referral outcomes with strong ties are moderated by the effects of relational framing and brand strength. When employee identity is salient, referral programs that framed in communal sharing ways by the firm are associated with greater employee referral likelihoods with strong ties regardless of rewards allocation. Similarly, brand strength also positively moderate employee’s referral likelihood with strong ties regardless of rewards scheme.
Subject (authority = RUETD)
Topic
Management
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Title
Rutgers University Electronic Theses and Dissertations
Identifier (type = RULIB)
ETD
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ETD_8502
PhysicalDescription
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electronic resource
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application/pdf
InternetMediaType
text/xml
Extent
1 online resource (viii, 71 p. : ill.)
Note (type = degree)
Ph.D.
Note (type = bibliography)
Includes bibliographical references
Subject (authority = ETD-LCSH)
Topic
Customer relations
Note (type = statement of responsibility)
by Zhijian Hong
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TitleInfo
Title
Graduate School - Newark Electronic Theses and Dissertations
Identifier (type = local)
rucore10002600001
Location
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NjNbRU
Identifier (type = doi)
doi:10.7282/T3W95D8Q
Genre (authority = ExL-Esploro)
ETD doctoral
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Rights

RightsDeclaration (ID = rulibRdec0006)
The author owns the copyright to this work.
RightsHolder (type = personal)
Name
FamilyName
Hong
GivenName
Zhijian
Role
Copyright Holder
RightsEvent
Type
Permission or license
DateTime (encoding = w3cdtf); (qualifier = exact); (point = start)
2017-10-03 10:41:26
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Name
Zhijian Hong
Role
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Affiliation
Rutgers University. Graduate School - Newark
AssociatedObject
Type
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Name
Author Agreement License
Detail
I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.
Copyright
Status
Copyright protected
Availability
Status
Open
Reason
Permission or license
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Technical

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windows xp
DateCreated (point = end); (encoding = w3cdtf); (qualifier = exact)
2017-12-14T16:58:51
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1.7
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