Referral Programs and Customer Value
Referral Programs and Customer Value
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推荐计划和客户价值
DOI：
10.1509/jm.75.1.46
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发表时间：
2011
影响因子：
12.9
通讯作者：
["Philipp Schmitt
中科院分区：
文献类型：
--
作者：
["Philipp Schmitt
推荐计划已经成为获得客户的一种流行方式。然而，到目前为止，没有证据表明通过此类项目获得的客户比其他客户更有价值。作者解决了这一差距，并调查了推荐客户更有利可图和更忠诚的程度。作者对一家德国主要银行的大约10,000名客户进行了近三年的跟踪研究，发现推荐客户(1)的贡献利润率更高，尽管这种差异随着时间的推移而逐渐消失；(2)留存率较高，且这种差异会持续一段时间；(3)在短期和长期都更有价值。推荐客户的平均价值比具有相似人口特征和获取时间的非推荐客户的平均价值至少高出16%。然而，价值差异的大小因客户群而异；因此，公司应该对他们的推荐项目采用选择性的方法。
Referral programs have become a popular way to acquire customers. Yet there is no evidence to date that customers acquired through such programs are more valuable than other customers. The authors address this gap and investigate the extent to which referred customers are more profitable and more loyal. Tracking approximately 10,000 customers of a leading German bank for almost three years, the authors find that referred customers (1) have a higher contribution margin, though this difference erodes over time; (2) have a higher retention rate, and this difference persists over time; and (3) are more valuable in both the short and the long run. The average value of a referred customer is at least 16% higher than that of a nonreferred customer with similar demographics and time of acquisition. However, the size of the value differential varies across customer segments; therefore, firms should use a selective approach for their referral programs.