Are Free Trial Customers Worth Less Than Regular Customers?

There is surprisingly little research on whether a customer acquired via a free trial is worth less to a firm than a regular customer. To address this question, we conceptualize and test how the acquisition mode drives service usage behavior and consumer retention decisions, and, in turn, customer lifetime value.



Citation:

Hannes Datta, Bram Foubert, and Harald van Heerde (2012) ,"Are Free Trial Customers Worth Less Than Regular Customers?", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 163-168.

Authors

Hannes Datta, PhD student, Maastricht University, the Netherlands
Bram Foubert, Associate Professor, Maastricht University, the Netherlands
Harald van Heerde, Professor, University of Waikato, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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