IDEAS home Printed from https://ideas.repec.org/a/now/jnljmb/107.00000054.html
   My bibliography  Save this article

Referral Programs and Customer Value: Insights from the Telecommunications Services Industry

Author

Listed:
  • Wolters, Heike M.
  • Gedenk, Karen

Abstract

Schmitt et al. (2011) (SSV) compare contribution margin, churn, and customer value of bank customers acquired through a referral reward program to those of non-referred customers. This article replicates their study with a product that is less complex and risky. Consistent with SSV, referred customers churn less, but in contrast to SSV, they exhibit smaller contribution margins than non-referred customers. New customers referred via email have a lower customer value than non-referred new customers.

Suggested Citation

  • Wolters, Heike M. & Gedenk, Karen, 2019. "Referral Programs and Customer Value: Insights from the Telecommunications Services Industry," Journal of Marketing Behavior, now publishers, vol. 3(4), pages 335-353, January.
    • Handle: RePEc:now:jnljmb:107.00000054
    DOI: 10.1561/107.00000054
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1561/107.00000054
    Download Restriction: no
    File URL: https://libkey.io/10.1561/107.00000054?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Marketing behavior;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:now:jnljmb:107.00000054. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucy Wiseman (email available below). General contact details of provider: http://www.nowpublishers.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.