Understanding the quality–quantity conundrum of customer referral programs: effects of contribution margin, extraversion, and opinion leadership | Zendy

Vijay Viswanathan | Zendy; Sebastian Tillmanns | Zendy; Manfred Krafft | Zendy; Daniel Asselmann | Zendy

Open Access

Understanding the quality–quantity conundrum of customer referral programs: effects of contribution margin, extraversion, and opinion leadership

Author(s) -

Vijay Viswanathan,

Sebastian Tillmanns,

Manfred Krafft,

Daniel Asselmann

Publication year - 2018

Publication title -

journal of the academy of marketing science

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 5.512

H-Index - 170

eISSN - 1552-7824

pISSN - 0092-0703

DOI - 10.1007/s11747-018-0603-8

Subject(s) - extraversion and introversion , profit margin , referral , marketing , business , psychology , margin (machine learning) , opinion leadership , quality (philosophy) , perception , database transaction , social psychology , public relations , personality , big five personality traits , medicine , political science , computer science , neuroscience , programming language , philosophy , family medicine , epistemology , machine learning

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