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Referral Effect in B2B Competitive Marketing - the Ceiling Effect of Referrals -.
- Source :
-
Journal of Business-to-Business Marketing . Apr-Jun2023, Vol. 30 Issue 2, p149-165. 17p. 3 Diagrams, 4 Charts, 1 Graph. - Publication Year :
- 2023
-
Abstract
- In business-to-business (B2B) competitive marketing, less reputable suppliers must find ways to outcompete more reputable ones. As a marketing strategy, suppliers may ask their business partners or affiliates to recommend them to potential customers (supplier-initiated referrals). Referrals may help reduce potential customers' uncertainty regarding suppliers' overall capabilities and subsequently influence their supplier selection decisions. Thus, the following question arises: What is the effect of supplier-initiated referrals in B2B competitive marketing environments? To answer this question, we constructed a theoretical framework and conducted a quasi-experimental study. The results indicate that supplier-initiated referrals have a significant positive impact. Interestingly, the overall impact of referrals on a potential customer's decision is nonlinear. In other words, the marginal effect of referrer credibility on potential customers' supplier selection decisions decreases at a certain point, creating a ceiling effect. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 1051712X
- Volume :
- 30
- Issue :
- 2
- Database :
- Academic Search Index
- Journal :
- Journal of Business-to-Business Marketing
- Publication Type :
- Academic Journal
- Accession number :
- 164010962
- Full Text :
- https://doi.org/10.1080/1051712X.2023.2214545