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The impact of extrinsic and intrinsic rewards on referral strength in a professional service context

Dobele, A, White, C, Minh Doan, P and Fry, T 2008, 'The impact of extrinsic and intrinsic rewards on referral strength in a professional service context', in Marketing: Shifting the Focus from Mainstream to Offbeat, Sydney, Australia, 1-3 December 2008.

Document type: Conference Paper
Collection: Conference Papers

Title The impact of extrinsic and intrinsic rewards on referral strength in a professional service context
Author(s) Dobele, A
White, C
Minh Doan, P
Fry, T
Year 2008
Conference name Australian and New Zealand Marketing Academy Conference 2008
Conference location Sydney, Australia
Conference dates 1-3 December 2008
Proceedings title Marketing: Shifting the Focus from Mainstream to Offbeat
Publisher University of Western Sydney
Place of publication Australia
Abstract The purpose of this paper is to investigate the relationship between referring clients of professional services firms and rewards. An analytical model of referral strength is proposed and includes extrinsic and intrinsic rewards, importance of the reward and referral behaviour (talkers). The findings indicate that extrinsic rewards that are not important to a client can have a significantly negative impact on referral strength. Extrinsic rewards that are valued have a positive and significant indirect impact on talkers. Intrinsic rewards are significantly associated with positive word-of-mouth but do not influence the strength of referrals. The paper finishes with a discussion of the theoretical and practical implications of the findings.
Subjects Consumer-Oriented Product or Service Development
Copyright notice © Promaco Conventions Pty Ltd
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Created: Fri, 31 Jul 2009, 09:45:47 EST by Catalyst Administrator