Programas de recompensa por indicação para especialistas: o papel da recompensa e da força da marca na probabilidade de recomendação

Cristiane Pizzutti, Guilherme Possebon de Oliveira

Resumo


Objetivo: Esta pesquisa examina o papel da recompensa (tipo e intensidade) e a força da marca na probabilidade de indicação de especialistas (ou seja, profissionais contratados pelos consumidores para projetar um projeto e/ou recomendar produtos e serviços) que são alvo de programas de recompensa por indicação. Além disso, também é explorado o papel da meta-percepção como mecanismo subjacente e seus efeitos na probabilidade de indicação.

Método: Os autores realizaram três experimentos com especialistas que trabalham com empresas de móveis feitos sob medida.

Conclusões: Para uma marca forte, nem o tipo nem a intensidade de uma recompensa por indicação são relevantes, pois o nível de probabilidade de indicação é naturalmente alto. Quando a marca é reconhecida como fraca, a recompensa não monetária (vs. monetária) minimiza os custos sociais de sua indicação e leva a uma maior probabilidade de indicação pelos especialistas (Estudo 1). Além disso, a intensidade de uma recompensa não monetária não afeta a probabilidade de indicação (Estudo 2). A meta-percepção explica o efeito do tipo de recompensa na probabilidade de indicação (Estudo 3).

Contribuições Teóricas: Esta pesquisa contribui com a literatura sobre programas de recompensa ao abordar dois aspectos ainda negligenciados: o tipo de recompensa e a força da marca. O foco no contexto dos especialistas também é uma contribuição uma vez que pesquisas anteriores abordaram apenas os clientes como fontes de recomendação.

Relevância e Originalidade: Esse artigo é o primeiro a ampliar o escopo dos programas de recompensa por indicação do foco em clientes e empresas para o exame de um relacionamento mais complexo entre especialistas, clientes e empresas, sendo um dos primeiros a explorar diferentes níveis de incentivos não monetários oferecidos por esses programas.

Contribuições Gerenciais: Os resultados desta pesquisa ajudam os gerentes de marketing a entender como os especialistas (arquitetos e designers de interiores) reagem aos programas de recompensa, indicando que os programas mais eficazes devem incluir recompensas não monetárias pois as recompensas monetárias aumentam os custos sociais da indicação para especialistas. Além disso, quando a marca é considerada forte pelos especialistas, nenhuma recompensa é necessária para as intenções de recomendação.


Palavras-chave


Programa de referência; Boca-a-boca; Recompensa; Força da marca; Especialistas

Texto completo:

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DOI: https://doi.org/10.5585/remark.v21i5.19684

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