Four items capture a customer's overall appreciation of referral programs and their comparative likelihood of engaging with them relative to others. Viswanathan et al. (2018) developed the scale drawing on phrasing from Lichtenstein, Netemeyer, and Burton (1995) and Chandon, Wansink, and Laurent (2000). The scale was administered to 796 customers of a financial services firm.
Viswanathan, V., Tillmanns, S., Krafft, M., & Asselmann, D. (2018). Understanding the quality–quantity conundrum of customer referral programs: Effects of contribution margin, extraversion, and opinion leadership. Journal of the Academy of Marketing Science, 46(6), 1108–1132.
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