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

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 refe...

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Veröffentlicht in:	International journal of research in marketing 2015-12, Vol.32 (4), p.449-452
Hauptverfasser:	Armelini, Guillermo, Barrot, Christian, Becker, Jan U.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Customer acquisition Customer lifetime value Demographics Financial services Loyalty programs Referral rewards Referrals Relationship marketing Risk management Studies
Online-Zugang:	Volltext
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