TY  - GEN
AU  - GARNEFELD, INA
AU  - EGGERT, ANDREAS
TI  - Growing existing customers' revenue streams through customer referral programs
PY  - 2013///
KW  - MARKETING
N2  - Customer referral programs are an effective means of customer acqusition. By assessing a large scale customer data set from a globl cellular telecommuniations provider, the authors show that participation in a referral program also increases existing customers' loyalty. In a field experiment, recommenders' defection rates fell from 19% to 7% with in a year, and their average monthly revenue grew by 11.4% compared with a matched control group
ER  -