Referrals · Two-wave empirical study testing moderation by customer tenure/acquisition status; it uses actual referral data and examines how changes in perceived service quality and value relate to referral behavior for switchers versus stayers.
Customer Referral Behavior: Do Switchers and Stayers Differ?
Journal of Service Research · 2015
Summary
Positive changes in service quality and perceived value have stronger effects on referral behavior among switchers than stayers. Thus, investments in quality and value improvements generate higher referral returns among newly acquired customers.
For your marketing
Possible founder application
Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.
Reported result
What the study found
Positive changes in service quality and perceived value have stronger effects on referral behavior among switchers than stayers. Thus, investments in quality and value improvements generate higher referral returns among newly acquired customers.
Research question
What the authors investigated
Do recently acquired customers (switchers) and long-term customers (stayers) differ in how service quality and perceived value changes affect customer referrals?
Design
Two-wave empirical study testing moderation by customer tenure/acquisition status; it uses actual referral data and examines how changes in perceived service quality and value relate to referral behavior for switchers versus stayers.
Sample and setting
441 customers of an Internet Service Provider, observed in two waves; switchers are recently acquired customers who changed providers, while stayers are longer-term customers.
Scope and transfer
Limitations to keep in view
The sample is from one Internet Service Provider and the two-wave observational design limits causal inference; the switcher/stayer comparison may also reflect unobserved differences between newly acquired and long-term customers.
Research sources
The Sage Journal of Service Research abstract reports the two-wave actual-referral dataset of 441 ISP customers and the stronger quality/value-to-referral relationships for switchers. The publisher page identifies the authors, journal, and DOI. Direct publisher-page retrieval was recorded on 2026-10-09; profile summarizes the accessible record and does not claim independent review of inaccessible full text.