Publications of layer 3

2011

Skiera, B.; Bermes, M.; Horn, L. (2011)

Customer Equity Sustainability Ratio: A New Metric for Assessing a Firm’s Future Orientation

In: Journal of Marketing, Vol. 75 (May), 118-131.

Category: Publications in scientific journals

Reference No.: 2011-1917

Hinz, O.; Skiera, B.; Barrott, C.; Becker, J. (2011)

Seeding Strategies for Viral Marketing: An Empirical Comparison

In: Journal of Marketing, 75 (November), 55-71.

Category: Publications in scientific journals

Reference No.: 2011-1916

Messerschmidt, C.; Yildirim, D. (2011)

The Effects of Outcome Expectations on Monetary- and Non-Monetary Rewarded Product Recommendations in Open- and Invitation-only Social Networking Sites: An Empirical Comparison of Facebook and ASmallWorld

In: Tagungsband zur 10. Internationalen Tagung Wirtschaftsinformatik; Zürich, Schweiz

Category: Proceedings

Reference No.: 2011-1881

Schmitt, P.; Skiera, B.; van den Bulte, C. (2011)

Referral Programs and Customer Value

In: Journal of Marketing; 75 (1), 46-59

Category: Publications in scientific journals

Abstract

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.

Reference No.: 2011-3

Soukhoroukova, A.; Spann, M.; Skiera, B. (2011)

Generating and Evaluating New Product Ideas with Idea Markets

In: Journal of Product Innovation Management; forthcoming

Category: Publications in scientific journals

Reference No.: 2011-2