The influence of customer value on word of mouth: a study of the financial services company in Brazil

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dc.contributor.authorCosta, Sandro Bonfim da
dc.contributor.authorDANNY PIMENTEL CLARO
dc.contributor.authorADRIANA BRUSCATO BORTOLUZZO
dc.coverage.cidadeSão Paulopt_BR
dc.coverage.paisBrasilpt_BR
dc.creatorCosta, Sandro Bonfim da
dc.date.accessioned2022-08-10T17:28:08Z
dc.date.available2022-08-10T17:28:08Z
dc.date.issued2018
dc.description.otherPurpose – 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 CRVpt_BR
dc.format.extent210-231pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.doihttps://doi.org/10.7819/rbgn.v20i2.3798pt_BR
dc.identifier.issn1806-4892pt_BR
dc.identifier.issn1983-0807pt_BR
dc.identifier.issue2pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/3929
dc.identifier.volume20pt_BR
dc.language.isoInglêspt_BR
dc.language.otherPortuguêspt_BR
dc.publisherFECAPpt_BR
dc.relation.ispartofREVISTA BRASILEIRA DE GESTÃO DE NEGÓCIOSpt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.subject.keywordsWord of mouthpt_BR
dc.subject.keywordsRelationshippt_BR
dc.subject.keywordsRecommendationpt_BR
dc.subject.keywordsCustomer performancept_BR
dc.titleThe influence of customer value on word of mouth: a study of the financial services company in Brazilpt_BR
dc.typejournal article
dspace.entity.typePublication
local.identifier.sourceUrihttps://rbgn.fecap.br/RBGN/article/view/3798
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeArtigo Científicopt_BR
relation.isAuthorOfPublication4d0421e0-4cc8-4fb3-846a-581a48c752f5
relation.isAuthorOfPublicationccfd47d5-bd80-4464-98ce-629abb672e3d
relation.isAuthorOfPublication.latestForDiscovery4d0421e0-4cc8-4fb3-846a-581a48c752f5
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