Net Promoter and Revenue Growth: An Examination Across Three Industries

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2022-11-14 DOI:10.1177/14413582221132039

J. Dawes

引用次数: 2

Abstract

This study examines the claim that the Net Promoter Score (NPS) is an indicator of future revenue growth. It firstly reviews published work on this topic, then presents evidence from firms in three US industries: airlines, supermarkets and insurance companies. A distinctive feature of the analysis is that it uses longitudinal data for NPS and revenue for periods between 5 and 11 years for airlines and supermarkets. This contrasts to the predominant approach in past work, which has been to analyse cross-sectional data. In addition to that longitudinal analysis, the cross-sectional association between NPS and revenue growth is examined for a sample of 10 large insurance firms for an aggregated period 2017 to 2020. The overall conclusion from the analysis is that Net Promoter is not an indicator of future revenue growth.

查看原文本刊更多论文

净推荐值与收入增长:对三个行业的考察

本研究检验了净推荐值(NPS)是未来收入增长指标的说法。它首先回顾了关于这一主题的已发表作品，然后展示了来自美国三个行业的证据:航空公司、超市和保险公司。该分析的一个显著特点是，它使用了航空公司和超市5至11年期间的NPS和收入的纵向数据。这与过去工作中的主要方法形成对比，该方法一直是分析横截面数据。除了纵向分析之外，我们还以2017年至2020年的10家大型保险公司为样本，研究了NPS与收入增长之间的横断面关联。从分析中得出的总体结论是，净推荐值并不是未来收益增长的指标。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.