The influence of customer value on word of mouth: a study of the financial services company in Brazil
Purpose – Our study analyzes the non-linear effect of customer lifetime value (CLV), which accounts for the revenue accumulated over the lifetime of a customer relationship, calculated using a discount rate, on customer referral value (CRV), which accounts for the value created by customers converte...
| Autores: | , , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2018 |
| País: | Brasil |
| Recursos: | Instituição de Ensino Superior e de Pesquisa (INSPER) |
| Repositorio: | Repositório Institucional da INSPER |
| Idioma: | inglés portugués |
| OAI Identifier: | oai:repositorio.insper.edu.br:11224/3929 |
| Acesso em linha: | https://repositorio.insper.edu.br/handle/11224/3929 https://doi.org/10.7819/rbgn.v20i2.3798 |
| Access Level: | acceso abierto |
| Palavra-chave: | Word of mouth Relationship Recommendation Customer performance |
| Resumo: | Purpose – Our study analyzes the non-linear effect of customer lifetime value (CLV), which accounts for the revenue accumulated over the lifetime of a customer relationship, calculated using a discount rate, on customer referral value (CRV), which accounts for the value created by customers converted to the firm. Design/methodology/approach – We collected data from customers of a financial institution that provides retirement plan products. A random sample of 768 customers provided the full names of individuals to whom they made a recommendation. After these names were elicited, respondents and referrals were identified in the firm’s records, and we calculated the CLV and CRV values. Findings – The results show the existence of a U-shaped effect of CLV on CRV, and a negative linear effect of CLV on recommendation intention. Originality/value – Our study contributes to the body of literature on word of mouth by focusing on a product and business segment with low perceived brand differentiation and low customer involvement. We contribute to the marketing literature by showing a U-shape relationship between CLV and word of mouth activity, represented by CRV |
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