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- W1990451393 abstract "In this paper we investigated whether a company's recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld's (2001) recommendation index, respondents were categorized as brand detractors, passively satisfied customers, or brand promoters. Respondents giving permission (n = 555) received either none or three e-zines in a period of six weeks. Post-measurement results (n = 221) showed that the proportion of detractors was significantly lower among respondents who received the newsletters compared to those who received no e-zines. Personalization to the receivers' lifestyle, however, had a negative effect on recommendation. We conclude with managerial implications and suggestions for future research." @default.
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- W1990451393 date "2006-01-01" @default.
- W1990451393 modified "2023-09-23" @default.
- W1990451393 title "E-zines silence the brand detractors" @default.
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- W1990451393 doi "https://doi.org/10.2139/ssrn.870258" @default.
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