Referral programs, customer value, and the relevance of dyadic characteristics

Guillermo Armelini, Christian Barrot, Jan U. Becker

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva

15 Citas (Scopus)

Resumen

. Referral programs have become a popular tool to use the customer base for new customer acquisition. We replicate the work of Schmitt et al. (2011) who find that referred customers are more loyal and valuable than customers acquired through other channels. While our results confirm that rewarded referrals indeed reduce the risk of customer churn, we do not find that referred customers are necessarily more valuable. Analysis of the relationship between senders and receivers of referrals demonstrates that demographic similarity drives the referred customer value.
Idioma originalInglés estadounidense
Páginas (desde-hasta)449-452
Número de páginas4
PublicaciónInternational Journal of Research in Marketing
Volumen32
N.º4
DOI
EstadoPublicada - 1 dic 2015

Palabras clave

  • Customer acquisition
  • Customer lifetime value
  • Financial services
  • Referral rewards

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