Customer Referral Management: Optimal Reward Programs

Sellers who plan to capitalize on the lifetime value of customers need to manage the sales potential from customer referrals proactively. To encourage existing customers to generate referrals, a seller can offer exceptional value to current customers through either excellent quality or a very attrac...

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Bibliographische Detailangaben
Veröffentlicht in:	Marketing science (Providence, R.I.) R.I.), 2001, Vol.20 (1), p.82-95
Hauptverfasser:	Biyalogorsky, Eyal, Gerstner, Eitan, Libai, Barak
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Customer Delight Customer Referrals Customer relations Customer satisfaction Customers Discounts Educational administration Free rider effect Incentives (Business) Management Market prices Marketing Marketing strategies Methods Motivation Pay for performance Price increases Pricing strategies Recommendations Referral Rewards Referrals Reward (Psychology) Rewards Sales Stock conversion ratios Studies Word of mouth advertising Word-of-Mouth
Online-Zugang:	Volltext
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