The Net Promoter Score interrogated through a services marketing lens: Review and recommendations for service organizations

IF 2.4 4区 管理学 Q3 BUSINESS
Hazel Lacohee, A. Souchon, Peter Dickenson, Louise Krug, Fabrice Saffre
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引用次数: 0

Abstract

The Net Promoter Score (NPS) is used by many service organizations as a key customer loyalty metric and driver of growth. Yet, despite its widespread adoption and consequent benchmarking benefits, the methodological soundness and usefulness of NPS has been questioned. Compounding these problems, few guidelines on NPS enhancement strategies exist, since research on antecedents to NPS remains elusive. The combination of (a) questionable research underpinning the original proposal for NPS, and (b) an under-researched nomological net, creates an unfortunate paradox, whereby service organizations strive to raise a score that may or may not lead to organizational success, with little evidence-based knowledge on how to raise this score strategically. To address this, we utilize a guiding framework to interrogate NPS though a services marketing lens. We use this framework to underpin a critical review of NPS as it applies to service organizations, and through the review, identify and discuss ten NPS interrogations. We then propose recommendations that address each of these to enhance further knowledge development and improve ongoing practice of NPS by service organizations.
从服务营销的角度审视 "净推荐值":对服务机构的审查和建议
净推荐值(NPS)被许多服务组织用作关键的客户忠诚度指标和增长驱动力。然而,尽管它的广泛采用和随之而来的基准效益,方法上的合理性和有用性一直受到质疑。使这些问题更加复杂的是,由于对NPS的前因由的研究仍然难以捉摸,因此几乎没有关于NPS增强策略的指导方针。(a)支持NPS最初提议的有问题的研究,以及(b)研究不足的法理学网络,这两者的结合创造了一个不幸的悖论,即服务机构努力提高一个可能会也可能不会导致组织成功的分数,而几乎没有关于如何从战略上提高这个分数的循证知识。为了解决这个问题,我们利用一个指导框架,通过服务营销的视角来询问NPS。我们使用这个框架来支持对NPS的批判性审查,因为它适用于服务机构,并通过审查,确定和讨论十个NPS审讯。然后,我们提出了解决这些问题的建议,以加强进一步的知识发展,并改善服务机构正在进行的NPS实践。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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