Customers Perspective of a Non-Reward Referral Marketing. : A Case Study of OnePlus Smartphone Manufacturer.

Detta är en Magister-uppsats från Högskolan i Gävle/Avdelningen för ekonomi; Högskolan i Gävle/Avdelningen för ekonomi

Sammanfattning: Aim: The aim of this study is to analyze how a non-reward referral program can be operated without offering a real incentive to one referring someone else to a company. A case of Oneplus smart phone Manufacturer Company is used to illustrate the topic under study in the introduction chapter to give the reader a clear picture of the study. Method: A quantitative data collection of the students in University of Gävle was conducted with Google forms. The data were then transcript to SPSS (Statistical Package for Social Science) for analyzing, the results were in mean value, standard deviation and cluster analysis.  Result & Conclusions: The research concludes that product quality factor is most essential for a functional non-reward referral system. But also what consumer behavior does a company have to create in their customer, in order for such a system should work. Suggestions for future research: A qualitative research from both a company and its customer in an open-ended interview, to have a deeper understanding and insight of a non-reward referral system. Contribution of the thesis: Having limited theoretical literature on referral marketing without rewards, this thesis contributes to fill that gap by making an addition to existing literature on referral marketing. It also shows what a new firm can do to acquire new customers through cheap marketing.

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