Customer recommendations are considered one of the most effective marketing tools. However, regarding word-of-mouth advertising among customers, previous research has only examined the effects of a recommendation on the recipient of the message, not the impact that giving a recommendation has on the recommender. Based on behavioral science theories, Ina Garnefeld derives hypotheses about customer retention through recommendations and empirically tests these through two experimental studies. Through the conducted experiments, she demonstrates the influence of providing a positive customer recommendation on the attitude- and behavior-based customer retention of the recommender. Thus, customer recommendations not only serve as an effective tool for acquiring new customers but can also contribute to customer retention.