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Impact of service pricing on referral behaviour

机译：服务定价对推荐行为的影响

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Purpose - This study seeks to examine the effect of pricing as a marketing instrument to stimulate rnword-of-mouth (WOM) by comparing the influence of two pricing strategies (i.e. a low-complexity vs arnnetwork-effects tariff) on the referral behaviour.rnDesign/methodology/approach - Using customer data from a German mobile network operatorrn(including information on customer characteristics, referral behaviour, and service usage), the authorsrndevelop a logit model.rnFindings - Surprisingly, the results indicate that it is the low-complexity tariff that increases thernlikelihood of referrals and leads to an overall higher referral activity. Despite the lower referralrnactivity, however, the network-effects tariff generates higher revenues.rnResearch limitations/implications - The results show that companies can use pricing schemes to rninfluence referral behaviour and strongly indicate the need of further research on manageable tools to rnstimulate word-of-mouth marketing.rnPractical implications - The findings show not only that pricing has an impact on customers'rnreferral behaviour but also that it is the low-complexity tariffs that trigger referrals. Furthermore, the rnresults underline the importance of considering the monetary value of referrals.rnOriginality/value - In contrast with many previously conducted studies on customer referrals, thernpaper explicitly analyses the impact of pricing on referral behaviour and empirically shows that firmsrnare able to actively manage WOM among customers.
机译：目的-本研究旨在通过比较两种定价策略（即低复杂性与arnnetwork效应费率）对推荐行为的影响，来研究定价作为刺激口碑（WOM）的营销手段的效果。设计/方法/方法-使用德国移动网络运营商提供的客户数据（包括有关客户特征，推荐行为和服务使用情况的信息），作者开发了Logit模型。研究结果-令人惊讶的是，结果表明这是低复杂性关税增加了推荐的可能性，并导致总体上更高的推荐活动。尽管引荐活动较低，但是网络效应费产生了更高的收入。研究限制/含义-结果表明，公司可以使用定价方案来影响引荐行为，并强烈表明需要对可管理工具进行进一步研究以刺激词条-实际行情-调查结果不仅表明定价会影响客户的推荐行为，而且低复杂度的关税会触发推荐。此外，结果还强调了考虑转介的货币价值的重要性。原创性/价值-与先前对客户转介进行的许多研究相反，该论文明确分析了定价对转介行为的影响，并通过经验表明企业能够主动管理WOM在客户之间。

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