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The Role of Metaperception on the Effectiveness of Referral Reward Programs

Wirtz, Jochen, Orsingher, Chiara, Chew, Patricia, Tambyah, Siok Kuan·2013·Journal of Service Research

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Abstract

It is generally believed that referral reward programs (RRPs) work because recommendations from friends or relatives are perceived as impartial and trustworthy in analogy to what happens with word-of-mouth recommendations. To understand how an incentivized recommendation affects recommendation behavior, we conducted qualitative interviews and two experiments. We show that recommendation behavior is driven by the givers perception (i.e., their metaperception) of how they will be viewed by the receivers. Metaperception, in turn, is affected negatively by the presence of an incentive, and positively affected by the tie strength between the giver and the receiver. Our findings show that RRPs can have a positive, neutral, and negative effect on recommendation behavior depending on the relative strengths of the negative indirect effect of incentive on recommendation behavior via metaperception, and the positive effect of the perceived attractiveness of the incentive on recommendation behavior.

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Authors: Wirtz, J., Orsingher, C., Chew, P., & Tambyah, S. K.
Affiliations: National University of Singapore (SG)
University of Bologna (IT)
Singapore University of Social Sciences (SG)
Corresponding author: Orsingher, Chiara
ORCID: Wirtz, Jochen
Tambyah, Siok Kuan
Venue: Journal of Service Research
Publisher: SAGE Publications
Published: 2012-11-02
Volume: 16
Issue: 1
Pages: 82-98
ISSN: 1094-6705 (ISSN-L)
1552-7379
DOI: 10.1177/1094670512462138
OpenAlex: W2137607454
Cited by: 119
References: 85
Citations by year: 2026: 8 · 2025: 9 · 2024: 14 · 2023: 10 · 2022: 9 · 2021: 10 · 2020: 13 · 2019: 8 · 2018: 10 · 2017: 8 · 2016: 4 · 2015: 5 · 2014: 7 · 2013: 4
FWCI: 16.88
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Service Research (publishedVersion)
National University of Singapore (submittedVersion)
Archivio istituzionale della ricerca (Alma Mater Studiorum Università di Bologna) (submittedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords: referral reward programs, metaperception, recommendation behavior, word of mouth, incentives, tie strength, trust

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The Role of Metaperception on the Effectiveness of Referral Reward Programs

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