Ina Garnefeld

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Online communities may increase customer brand loyalty, deliver customer feedback, and lead to cost savings. Yet they also suffer from weak contributions that limit their survival chances. This study explores whether two types of explicit incentives— monetary and normative pleas—encourage members of an online community to contribute actively. Community(More)
In service industries, hierarchical loyalty programs are common relationship marketing instruments that award elevated status to customers who exceed a certain spending level (e.g., gold membership). In practice, service companies offer elevated status to some customers who do not meet the required spending level, in an attempt to profit from the profound(More)
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