دانلود رایگان مقاله برنامه های ارجاع، ارزش مشتری و ارتباط ویژگی های Dyadic

Abstract

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 referrals indeed reduce the risk of customer churn, we do not find that referred customers are necessarily more valuable. Analysis of the relationship between senders and receivers of referrals demonstrates that demographic similarity drives the referred customer value.Abstract 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 referrals indeed reduce the risk of customer churn, we do not find that referred customers are necessarily more valuable. Analysis of the relationship between senders and receivers of referrals demonstrates that demographic similarity drives the referred customer value.

 Conclusion

This study contributes to literature on referral reward programs in two ways. First, we replicate Schmitt et al.’s (2011) results on the positive effect of rewarded referrals on customer loyalty and find that referred customers are indeed more loyal compared with non-referred. Second, we confirm their finding that segment-specific differences exist with respect to the customer value. The fact that our results show that referral programs do not necessarily yield more valuable customers implies that the influence of rewarded referrals on the customer value of referred customers depends on company- and product-specific factors (such as profit margins and perceived risk). Analyzing the dyadic relationship between senders and receivers of referrals, we find that the CLV of referred customers depends substantially on the sender of the referral. The results show that demographic similarity between referral sender and receiver increases the referred customer value, especially if the referring customer has a high CLV.