Calculating the value of customers’ referrals
Author:
- 1 April 2003
- journal article
- Published by Emerald Publishing in Managing Service Quality: An International Journal
- Vol. 13 (2) , 124-133
Abstract
Word‐of‐mouth is a rarely quantified phenomenon, in spite of its importance for service firms. Therefore, referrals remain a neglected determinant of customer lifetime valuation, although some authors claim them to be the astronomical part of customer equity. The paper discusses different approaches to the calculation of positive word‐of‐mouth, leading to a monetary referral value of a company’s customers.Keywords
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