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Good customers: The value of customers by mode of acquisition

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  • Uncles, Mark D.
  • East, Robert
  • Lomax, Wendy

Abstract

Are referred customers more valuable than customers recruited through advertising/promotion? This question is answered using data accumulated from surveys covering the satisfaction, recommendation, retention, spending and mode of acquisition of customers. The database comprises 6578 records and covers 15 product/service category groupings.

Suggested Citation

  • Uncles, Mark D. & East, Robert & Lomax, Wendy, 2013. "Good customers: The value of customers by mode of acquisition," Australasian marketing journal, Elsevier, vol. 21(2), pages 119-125.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:2:p:119-125
    DOI: 10.1016/j.ausmj.2013.02.003
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    References listed on IDEAS

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    1. David Godes & Dina Mayzlin, 2009. "Firm-Created Word-of-Mouth Communication: Evidence from a Field Test," Marketing Science, INFORMS, vol. 28(4), pages 721-739, 07-08.
    2. Eric T. Anderson & Duncan I. Simester, 2004. "Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies," Marketing Science, INFORMS, vol. 23(1), pages 4-20, February.
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    Cited by:

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    2. Nurmala Nurmala, 2018. "Building Competitive Advantage for Economic Performance: A Study of the Palm Plantation Company in West Kalimantan," International Journal of Economics and Financial Issues, Econjournals, vol. 8(5), pages 172-183.
    3. Kim, Jungkeun, 2019. "The impact of different price promotions on customer retention," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 95-102.
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    5. Fitrizal Fitrizal & Nandan Limakrisna, 2019. "Customer Value Determination and its Implications in Customer Loyalty Hotels," International Review of Management and Marketing, Econjournals, vol. 9(2), pages 18-25.
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    7. Clarence Lee & Elie Ofek & Thomas J. Steenburgh, 2018. "Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged," Management Science, INFORMS, vol. 64(6), pages 2473-2495, June.

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