Paper Infomation
Optimizing a Referral Reward Program on the Online Cab Service
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Author: Feng Ouyang, Jing Zeng
Abstract: In this paper, we proposed a referral reward program(RRP) via social interaction mechanism in the online cab service market. Considering other two major strategies on online cab service, we made a comparison to examined under which conditions existed, the RRP dominated the others. We emphasized the impact of two crucial factors, information heterogeneity between informed and less-informed passengers as well as information exchange insufficiency, on the cabdriver’s earning. Finally, we made a suggestion to the ISPs which exerted themselves in the online cab service.
Keywords: Referral Reward Programs, Online Cab Service, E- Business Strategy, Social Interaction
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