Evaluation of Effects of Referral Marketing on Customer Growth (A Case Study of Tehran Travel Agencies)

Authors of this article study the effect of Referral Marketing on member growth at Travel Agencies based on Tehran and compare it with traditional marketing Methods. Efficiency of Referral Marketing along with traditional marketing, has been asked using the standard questioner. As the practical use of research results has been emphasized here, this is to be regarded as an applied research that tests the hypotheses using the questionnaire data and organizational documents based on statistical analysis. The results of the research indicate the significant impact of Referral Marketing level on sales promotion. Thus, based on the results of the statistical analyses of the research, it can be said that Referral Marketing contributes significantly to achieving the goals of growth and profit in Travel Agencies that are active in the arena of competition. Estimates show that word of mouth referrals in Referral Marketing have substantially longer carryover effects than traditional marketing actions.