| Abstract [eng] |
Referral marketing is a widely used tool that is used to grant persuasiveness for the quality of the service. Companies are usually interested in conducting a dialogue between the user and the company itself and motivate retention of existing clients by choosing to suggest rewards for recommendations that attract new ones. This paperwork is an investigation of the influence of altruistic and selfish motivation on consumers' intention to choose different types of rewards and how the presented types of rewards influence customer satisfaction with the service and the intention to recommend tested services. This masters thesis consists of the main three parts: literature analysis, description of the study and results, conclusions, and recommendations. The first part of the thesis compiled on the basis of publications of scientific articles and research, presents, analyzes the factors that encourage the intention to recommend, describes the latest research of the recommendations of intent, and how it includes a literature recommendation on motivation. The second part of the thesis consists of the analysis of literature. The process of the research is described and the coefficients of reliability of the constructs are determined. The table that justifies the sample selection according to previously carried out, simillar researches is presented. The components of the questionnaire are described, the sample of respondents is determined based on the results of surveys from other sources. The third part is for the analysis of an empirical study based on the results obtained after the surveys. Two different questionnaires were analyzed and completed by 500 respondents. The Cronbach's alpha coefficient was used to determine the reliability of the scales. Respondents were able to complete the questionnaires online. The research of the work and the presented conclusions can be widely used for marketing purposes. |
