000 | 00909npc a2200169Ia 4500 | ||
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008 | 140613s2013 xx 000 0 und d | ||
060 | _a658.8 | ||
100 | _aGARNEFELD, INA | ||
245 | _aGrowing existing customers' revenue streams through customer referral programs | ||
260 | _c2013 | ||
300 | _a17-32 | ||
520 | _aCustomer 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. | ||
653 | _aMARKETING | ||
700 | _aEGGERT, ANDREAS | ||
773 |
_oP15033 _nM _927733 _011181 _tJOURNAL OF MARKETING |
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942 |
_2ddc _cARTCL |
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999 |
_c12114 _d12114 |