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Revista Brasileira de Gestão de Negócios

versão impressa ISSN 1806-4892versão On-line ISSN 1983-0807

Resumo

COSTA, Sandro Bonfim da; CLARO, Danny Pimentel  e  BORTOLUZZO, Adriana Bruscato. The influence of customer value on word of mouth: a study of the financial services company in Brazil. Rev. bras. gest. neg. [online]. 2018, vol.20, n.2, pp.210-231. ISSN 1983-0807.  http://dx.doi.org/10.7819/rbgn.v20i2.3798.

Purpose:

Our study analyzes the non-linear effect of customer lifetime value (CLV), which accounts for the revenue accumulated over the lifetime of a customer relationship, calculated using a discount rate, on customer referral value (CRV), which accounts for the value created by customers converted to the firm.

Design/methodology/approach:

We collected data from customers of a financial institution that provides retirement plan products. A random sample of 768 customers provided the full names of individuals to whom they made a recommendation. After these names were elicited, respondents and referrals were identified in the firm’s records, and we calculated the CLV and CRV values.

Findings:

The results show the existence of a U-shaped effect of CLV on CRV, and a negative linear effect of CLV on recommendation intention.

Originality/value:

Our study contributes to the body of literature on word of mouth by focusing on a product and business segment with low perceived brand differentiation and low customer involvement. We contribute to the marketing literature by showing a U-shape relationship between CLV and word of mouth activity, represented by CRV.

Palavras-chave : Word of mouth; Relationship; Recommendation; Customer performance.

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