Growing existing customers' revenue streams through customer referral programs

By:

GARNEFELD, INA

Contributor(s):

EGGERT, ANDREAS

Material type:

Mixed materialsPublication details: 2013Description: 17-32Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/4	Available		P15033

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.

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