Paolucci, Giulio (A.A. 2023/2024) The rising competition in the banking sector: how referral program incentive types influence customer loyalty and satisfaction. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 81. [Master's Degree Thesis]

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Abstract/Index

The strategic value of referral programs in banking. Defining referral programs. Different types of referral program. A successful referral strategy: revolut case study. The big competition on customer acquisition. A trust crisis. Importance of referrals for bank managers. Discussion of the potential impact on profit and customer satisfaction. Current and future trends. From literature review to hyphotesis. Exploring theoretical frameworks: motivations in referral programs. Comprehensive analysis on main factors influencing loyalty in banking. Word of mouth as a driver of referral programs. Money vs other incentives. Size and metaperception of the reward. The power of motivation: intrinsic and extrinsic influences on referral program success. Addressing the GAP: hypotheses formulation for the study. Investigating data: results and discussion. Methodology.

References

Bibliografia: pp. 62-67.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Digital marketing
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2023/2024
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	15 May 2025 14:04
Last Modified:	15 May 2025 14:04
URI:	https://tesi.luiss.it/id/eprint/42147

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