Good customers: The value of customers by mode of acquisition

Mark D. Uncles, Robert East and Wendy Lomax

Australasian marketing journal, 2013, vol. 21, issue 2, 119-125

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.

Keywords: Customer acquisition; Customer value; Referral; Recommendation; Word of mouth; Social amplification (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:2:p:119-125

DOI: 10.1016/j.ausmj.2013.02.003

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